Yes, this is the renowned marketing classic, revered for bringing to light the now ubiquitous strategy of positioning. If you're in business, you probably have at least a fuzzy notion of what the term means. If you're in marketing, you probably hear the word used at least five times a day. (Seriously, try counting.) But in terms of defining positioning and explaining how to use it as a foundation for your strategy, nobody has done a better job than Al Ries and Jack Trout in this original. Of course, the book does have a slightly historical flavor to it now, since the most contemporary business examples cited arrive from the 1970s and 1980s. While a lot has changed since then, a lot hasn't. You'll be surprised how similar this book sounds to the marketing missives of 2001, despite the fact that it was written before the arrival of the Internet, globalization and other buzzwords du jour. We [...] recommend that any executive charged with product development or general business strategy join those in marketing, advertising and sales by taking a few hours to read this book, and get back to the basics.