Location: Battle for Minds

Author: Al Ries / Jack Trout / Wang Enmei (et al.)
Publisher:
Publish Date: 2002-02-01
Features: This is the Bible of strategic management, the most influential marketing book in history, which changed the rules of the market, making the old era of advertising and marketing a thing of the past! In 2001, the American Marketing Association ranked the most influential marketing concepts in American history. The result was not the USP by Rosser Reeves, the brand image by David Ogilvy, the marketing management framework and consumer "value migration" theory by Philip Kotler, nor Michael Porter's competitive value chain theory, but the "Positioning" theory proposed by Al Ries and Jack Trout. This is the Bible of strategic management, the most influential marketing book in history, which changed the rules of the market, making the old era of advertising and marketing a thing of the past!