Benefits at a glance:

• How to sustainably position a service or product
• The best methods to achieve high market shares
• Recognizing and leveraging competitors' weaknesses
• With current European examples

About the work: This book was not only the first to address the topic of positioning, but it remains one of the most important titles in the entire marketing literature today. It introduces methods for achieving and maintaining high market shares. It illustrates how to utilize competitors' weaknesses for one's own marketing strategy, how to derive the greatest benefit from the current positioning of a product, and how to analyze trends that influence positioning.

About the authors: Al Ries and Jack Trout are among the leading marketing thought leaders worldwide. Al Ries is the Chairman of the consulting firm Ries.