The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own...

There are laws of nature, so why shouldn't there be laws of marketing?As Al Ries and Jack Trout?the world-renowned marketing consultants and bestselling authors of Positioning?note, you can build an impressive airplane, but it will never...