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This book is called,“the concept that has the greatest impact on American marketing”. It is even comparable to Taylor's scientific management and Peter Drucker's management theories. It has changed people's understanding on the previous marketing concept of “meeting demands”. It clarifies that the key for companies to win in increasingly competitive markets, is to let your customers remember your products firmly.
The Positioning was co-written by Al Ries and Jack Trout. Al Ries is a legendary master in the history of marketing, as well as the world’s top marketing strategist. In 2008, Al Ries was awarded “Global Top 10 Business Masters” by Advertising Age. Jack Trout is the president of Trout & Partners, one of the most prestigious international marketing consulting companies in the United States, with branches in 26 countries around the world.
