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. |
Dall'interno del libro
Risultati 1-3 di 14
Pagina 33
... Avis campaign . The Avis campaign will go down in marketing history as a classic example of establishing the " against " position . In the case of Avis , this was a position against the leader . " Avis is only No. 2 in rent - a - cars ...
... Avis campaign . The Avis campaign will go down in marketing history as a classic example of establishing the " against " position . In the case of Avis , this was a position against the leader . " Avis is only No. 2 in rent - a - cars ...
Pagina 34
... Avis is doing in rent - a - cars , Burger King is doing in fast foods , and Pepsi is doing in colas . The " uncola " position Another classic positioning strategy is to worm your way onto a ladder owned by someone else . As 7 - Up did ...
... Avis is doing in rent - a - cars , Burger King is doing in fast foods , and Pepsi is doing in colas . The " uncola " position Another classic positioning strategy is to worm your way onto a ladder owned by someone else . As 7 - Up did ...
Pagina 35
... Avis decided it was no longer satisfied with being No. 2. So it ran ads saying , " Avis is going to be No. 1. " That's advertising your aspirations . Wrong psychologically . And wrong strategically . Avis was not destined to be No. 1 ...
... Avis decided it was no longer satisfied with being No. 2. So it ran ads saying , " Avis is going to be No. 1. " That's advertising your aspirations . Wrong psychologically . And wrong strategically . Avis was not destined to be No. 1 ...
Sommario
Introduction | 1 |
The Assault on the Mind | 11 |
Getting Into the Mind | 19 |
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