Just a word of advice, I've read most of those books and haven't found them super valuable. It really depends what you're selling, but the approach that's worked for me is to figure out my top 5 marketing goals and then find blog posts or interviews that help answer those questions. Almost all marketing books are a little too high-level to be useful in my opinion.
Just a word of advice, I've read most of those books and haven't found them super valuable. It really depends what you're selling,
Yeah, we're working on a somewhat traditional product oriented company... more Microsoft or IBM, than AirBnB or Dropbox. In that world, I think the positioning stuff matters, but I will freely admit that it may be less relevant in a different domain.
Nontheless, I would think most companies would want to achieve what Chet Holmes calls "Top of Mind Awareness," where your company is first in mind for a customer when they think about a need for $FOO. For example, ask most people to "name a router manufacturer" and the majority will almost certainly come back with "Cisco" (a few oddballs might say "Juniper" or something weird, but Cisco clearly has "TOMA").
