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 4
Pagina 63
... Bayer . Ahead of Bufferin . Ahead of Excedrin . A simple but effective repositioning strategy did the job . Against an institution like aspirin . Amazing . Repositioning Lenox For a repositioning strategy to work , you must say ...
... Bayer . Ahead of Bufferin . Ahead of Excedrin . A simple but effective repositioning strategy did the job . Against an institution like aspirin . Amazing . Repositioning Lenox For a repositioning strategy to work , you must say ...
Pagina 102
... Bayer " invented " aspirin and marketed the leading brand of analgesic for many years . The people at Bayer couldn't fail to notice the progress made by the " anti - aspirin " approach used by Tylenol . So Bayer introduced an ...
... Bayer " invented " aspirin and marketed the leading brand of analgesic for many years . The people at Bayer couldn't fail to notice the progress made by the " anti - aspirin " approach used by Tylenol . So Bayer introduced an ...
Pagina 103
... Bayer " if he or she wants aspirin . Or " Dial " for soap . In a sense , line extension educates the prospect to the fact that Bayer is nothing but a brand name . It destroys the illusion that Bayer is a superior form of aspirin . Or ...
... Bayer " if he or she wants aspirin . Or " Dial " for soap . In a sense , line extension educates the prospect to the fact that Bayer is nothing but a brand name . It destroys the illusion that Bayer is a superior form of aspirin . Or ...
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