This 20th Anniversary Edition makes available to business and marketing professionals---including tens of thousands of Ries and Trout groupies, worldwide---the work that forever changed the way marketing strategy is done.

The first book to deal with the problems of communicating to a skeptical public, Positioning describes the revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Fully updated and revised.