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 110
... mental distance between a liquor product and a margarine . ( Who really believes that Cadillac dog food is made by General Motors ? ) The coffee - cup caper Another missed opportunity took place 110 The Line - Extension Trap.
... mental distance between a liquor product and a margarine . ( Who really believes that Cadillac dog food is made by General Motors ? ) The coffee - cup caper Another missed opportunity took place 110 The Line - Extension Trap.
Pagina 120
... Cadillac , it was a status symbol esteemed all over the world . Heads of state bought armored Packards . One was made for Franklin Roosevelt . Like Rolls - Royce , Packard loftily declined the annual model - change policy of lesser ...
... Cadillac , it was a status symbol esteemed all over the world . Heads of state bought armored Packards . One was made for Franklin Roosevelt . Like Rolls - Royce , Packard loftily declined the annual model - change policy of lesser ...
Pagina 160
... Cadillac would be ranked at the high end and Chevette at the low end . In banking , there is almost no price perception , so other attributes were selected . The ones chosen were these : ( 1 ) many branches , ( 2 ) full range of ...
... Cadillac would be ranked at the high end and Chevette at the low end . In banking , there is almost no price perception , so other attributes were selected . The ones chosen were these : ( 1 ) many branches , ( 2 ) full range of ...
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