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The two world-renowned marketing consultants and best-selling authors, to whom I often refer in my work (and the founders of "positioning"), distil everything they have learned about what makes a few companies hugely successful and most others failures. If you plan to succeed in marketing, this is truly the must-have marketer's handbook. Get this book...

The positioning concept, developed by Trout and Ries, has literally changed the way people advertise. It deals with the problems of communicating in an over communicated society. With this approach, a company creates a position in the prospect's mind that reflects the company's strengths and weaknesses, as well as those of its competitors. Get this book...

Although not as powerful as the others before it, this book still drives home some key points: "As it becomes increasingly associated with impressive corporate gains realized in recent years, branding has developed into one of the marketing world's hottest concepts." This book gives a fascinating look at what makes brands successful. Get this book...

Jack Trout, co-author of Positioning above (400,000 copies sold since it first came out), has taken positioning to the next level. In this book he provides keen insights on what it takes to keep companies moving onward and upward through an era in which brand allegiance is harder to hold, and consumer motives are harder to fathom than ever before. Get this book...

In a society overpopulated with sameness, this book provides some sharp insights on the necessity of narrowing one's focus. Where "diversification" and "synergy" were the mantras of the 70s and 80s, in the 90s and beyond the word is "focus." Today's rapidly changing, technology-driven marketplace mandates a sharper marketing aim. Get this book...

This is one of the greatest marketing manuals ever written -- one of the best sequels to Positioning and the classic that defines the strategies, plans and campaigns of today's unforgiving marketing battlefield. According to Trout and Ries, it's not enough to target customers and win them over -- marketers must also take aim at their competitors. Get this book...

This book turns conventional views of marketing upside-down, presenting an incremental approach to turn an effective tactic into a business strategy. Bottom-Up Marketing is packed with practical ideas to help readers excel at marketing products, services and entire companies. It provides a chronological plan for developing a marketing campaign. Get this book...

If you're looking for a sugar coated look at how to succeed in the real world, this is definitely not the book to buy. Dan candidly shares his secrets, like determining if your business idea is viable; how entrepreneurs make money without money; creating marketing breakthroughs; understanding the world of lawyers, bankers and accountants; and much more. Get this book...

Similar to what I teach, Dan shows you how to "position, not prospect." He discusses specific methods on how to attract prospects by establishing yourself as an expert in the eyes of your market. This way, they discover you and seek you out -- it's better since they're not on the defensive, should you have approached them in the first place. Get this book...

If you're a copywriter (better yet, if you're not), this book is for you. It offers a 28-step system for crafting sales letters, complete with examples of highly successful letters written for very visible companies. It's perfect for sales reps, business owners and advertising people. Get this book...

In this book, you'll discover how to find your most marketable competitive edge, transform that edge into an irresistible message and deliver that message to the proper market. I agree with a reviewer, who commented: "If you run a business, any one of dozen of ideas will pay for the book." It also includes a superb checklist in the appendix. Get this book...

A self-made millionaire, Dan offers an unorthodox blueprint for success. "It is based on his contrarian position that all rules are made to be broken, clearly articulated with colourful real-life examples. Forget widely accepted principles such as blind optimism and arrogant self-promotion. Instead, break out of the box using unconventional techniques." Get this book...