Book: Positioning: The Battle for Your Mind
Authors: Al Ries and Jack Trout
Publisher: Tata McGraw Hill
Price: Rs 336 (on Flipkart)
If you haven't already read the 'bible' of advertising and marketing, the 20th edition published by Tata McGraw Hill could be your next read. It features new commentary by authors Al Ries and Jack Trout as they stack up case studies to support positioning — the strategy they first introduced in the 1980s — and how it is even more important in today's 'overcommunicated' society than it was then. They drive home the point that winning isn't really about having the best product or service, but planting the right message in customers' heads and keeping it there. And in spite of the fact that they haven't authored successful self-help books, Ries and Trout do come up with gems like, "It may be difficult for the ego to accept, but success in life is based more on what others can do for you than on what you can do for yourself." While the book has a strong following among marketers, advertisers and business readers, it caters to everyone who is looking to communicate effectively. So if you have a message in your head that you have been unable to put across to a bunch of people for some time, this might be the book for you.