Positioning: The Battle for Your MindMcGraw-Hill, 1986 - 213 pagine This business classic deals with the problems of communicating to a skeptical, media-blitzed public. |
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Pagina 95
... Alka - Seltzer Plus . Let's see if we can visu- alize how Alka - Seltzer Plus might have gotten its name . A bunch of the boys are sitting around a conference table trying to name a new cold remedy designed to compete with Dristan and ...
... Alka - Seltzer Plus . Let's see if we can visu- alize how Alka - Seltzer Plus might have gotten its name . A bunch of the boys are sitting around a conference table trying to name a new cold remedy designed to compete with Dristan and ...
Pagina 116
... Alka - Seltzer announces a new product like Alka - Seltzer Plus , everybody stocks up on it . Consumers aren't necessarily buying it , but retailers are . So the early sales figures look good . ( To book $ 1 million worth of business ...
... Alka - Seltzer announces a new product like Alka - Seltzer Plus , everybody stocks up on it . Consumers aren't necessarily buying it , but retailers are . So the early sales figures look good . ( To book $ 1 million worth of business ...
Sommario
Introduction | 1 |
Getting Into the Mind | 19 |
example most people put Hertz on the top rung Avis on the sec | 29 |
Copyright | |
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airline Alka-Seltzer asked aspirin AT&T automobile average Avis Bayer beer Belgium better brand name Cadillac called candy bar Caribbean Chase Manhattan Chevrolet Church Citibank cities Coca-Cola cola communication competition competitors concept consumer copier corn corporate course creneau Cutty Dial Duracell established European American example Fiberglas Ford going happen Hertz house name idea industry initials Jamaica JCPenney Kleenex Kodak Kraft laser leader leading brand line extension Long Island Trust look magazine Mailgram margarine me-too Michelob Milk Duds million Motors outsells overcommunicated society percent person positioning strategy problem Procter & Gamble prospect prospect's mind repositioning Sabena Sara Lee selling Stolichnaya Stowe success television There's things tion trap Tylenol U.S. Virgin Islands United Jersey Vatican II Volkswagen Western Union What's the name words Xerox York