Positioning: The Battle for Your Mind by Al Ries and Jack Trout (Paperback)

Positioning: The Battle for Your Mind by Al Ries and Jack Trout is a classic of marketing strategy from McGraw-Hill. The book explains how brands, products and even people can claim a distinct place in a crowded market by shaping how they are perceived in the customer's mind. Packed with real examples, it remains essential reading for marketers, entrepreneurs, advertising students and anyone building a brand.