BOOK REVIEW
OF
POSITIONING: The Battle of your Mind
BY: Jack Trout and Al Ries

Positioning: The Battle for Your Mind is a book that shows one how to use powerful and innovative techniques to capture the biggest market share and become a household name, build one's strategy around the competitor's weaknesses, use the present position to its best advantage, choose the best name for the product, determine when and why less is more, and analyze trends that can affect one's positioning. The book provides ample illustrative cases as well as for positioning correctly.

Book Review
The basic approach of positioning is not to create something new and different, but to manipulate what's already in the mind and to retie the connections that already exist. The question most frequently asked by positioning skeptics is, "Why?" Why do we need a new approach to advertising and marketing? The answer is that we have become an over communicated society. In the communication jungle out there,......

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Title: Positioning: The Battle Of Your Mind
Approximate Word Count: 2524
Approximate Pages: 11 (250 words per double-spaced page)

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