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 9
Pagina 44
... Coca - Cola is a gigantic company compared with Dr. Pepper . Yet when Coke introduced a competitive product , Mr. Pibb , even the immense resources of the Atlanta giant couldn't put much of a dent in Dr. Pepper's sales . Mr. Pibb ...
... Coca - Cola is a gigantic company compared with Dr. Pepper . Yet when Coke introduced a competitive product , Mr. Pibb , even the immense resources of the Atlanta giant couldn't put much of a dent in Dr. Pepper's sales . Mr. Pibb ...
Pagina 48
... Coca - Cola has power . The Coca - Cola Company is merely a reflection of that power . Outside the cola field , the Coca - Cola Company has to earn its power the hard way — either by getting into the mind first , by establishing a ...
... Coca - Cola has power . The Coca - Cola Company is merely a reflection of that power . Outside the cola field , the Coca - Cola Company has to earn its power the hard way — either by getting into the mind first , by establishing a ...
Pagina 74
... Coca - Cola was first with a cola drink . Kodak was first with low - cost photography . Xerox was first with the plain - paper copier . Take the word " Coke . " Because of the success of Coca- Cola , the nickname Coke has acquired what ...
... Coca - Cola was first with a cola drink . Kodak was first with low - cost photography . Xerox was first with the plain - paper copier . Take the word " Coke . " Because of the success of Coca- Cola , the nickname Coke has acquired what ...
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