What will you learn?

  • • Understand the fundamentals of marketing, Discover how to position yourself before your competitors, Understand how marketing efforts have long-term impacts, Master the battle for consumer perceptions, Understand why it's a bad idea to copy the leader of a market, Understand how and why to create new categories of products

This book is ideal for

  • • All people who want to understand the fundamental principles of marketing
  • • New (and old) entrepreneurs who want to position themselves better against their competitors
  • • Marketing professionals who need to better understand consumer perceptions

Who wrote the book?

Al Ries is a professional and author of marketing. He is also the co-founder and president of Atlanta-based Ries & Ries consulting firm with his partner and daughter Laura Ries. The author graduated from DePauw University in 1950 and accepted a position with General Electric's publicity department before founding his own advertising agency in New York City in 1963. The agency switched to a marketing strategy company Trout & Ries. Ries was selected as one of the most influential people in the field of public re... (Read more)

Trout began his commercial career in the advertising department of General Electric. From there, he became a divisional advertising manager for Uniroyal. He then joined Al Ries in the advertising agency and marketing strategy firm, where they worked together for over twenty-six years. He was the founder and president of the international marketing strategy company "Trout and Partners." The company is represented in offices in many countries around the world, including emerging markets. Trout has worked with several companies including AT & T, A... (Read more)