How to plant products in the mind of the consumer
3/19/2001
First published in 1981, this sturdy marketing guide to winning the hearts and minds of consumers has been revitalized for its "20th anniversary" reissuing. Fresh and accessible in its aim to educate readers in the strategic and practical ways of positioning products, the book is also sprinkled throughout with tidbits on advertising triumphs and tragedies of the past 20 years. Ries and Trout, both strategy professionals as well as the authors of several other lively tomes in the field, present strong arguments; and they cannot resist the occasional snappy aside. "PricewaterhouseCoopers is our favorite ego name," they point out. "No one loses face."