I have worked +12 years on marketing of multi-national companies and to me this book is a masterpiece for basic to middle experienced marketing managers, as it covers the basic concepts of positioning (also called equity or consumer image) with simple but eye-opening examples, is amazing how many millionaire failures I have seen that could have been avoided following cases from this books; i.e.: wonder why Axe shampoo is not as big as its amazing deodorant products ... or why Toyoya keeps fyling in the US despite latest bumps in the road?, read all the foundations here (but not these examples). Net a must for good marketers. I only missed more recent and complex examples taking into account a more globalized and digitalized world.
As usual I will end / begin saying that any good rating must consider: 1) performance (what I expected vs. what I got) and 2) value (how much I paid vs. what I got). This book adds value at a super price, buy it!Get more detail about Positioning: The Battle for Your Mind.
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