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
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Pagina 58
... Ford's Edsel is the classic example . In the laughter that fol- lowed the demise of poor Edsel , most people missed the point . In essence , the Ford people got switched around . The Edsel was a beautiful case of internal positioning to ...
... Ford's Edsel is the classic example . In the laughter that fol- lowed the demise of poor Edsel , most people missed the point . In essence , the Ford people got switched around . The Edsel was a beautiful case of internal positioning to ...
Pagina 128
... Ford . Everyone knows that Ford is an automobile company . But what kind of car is a Ford ? Ford can't build a corporate position on a specific kind 128 Positioning a Company : Xerox.
... Ford . Everyone knows that Ford is an automobile company . But what kind of car is a Ford ? Ford can't build a corporate position on a specific kind 128 Positioning a Company : Xerox.
Pagina 129
... Ford . Result : the " Ford has a better idea " campaign . Not bad , but many corporate programs settle on a mundane and hackneyed approach . Of which the most mundane and hackneyed , perhaps , is one based on people . " Our people are ...
... Ford . Result : the " Ford has a better idea " campaign . Not bad , but many corporate programs settle on a mundane and hackneyed approach . Of which the most mundane and hackneyed , perhaps , is one based on people . " Our people are ...
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