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 154
... Mailgram is the nation's first electronic mail . To send a Mailgram , you call Western Union , which trans- mits the message electronically to a post office near the recipi- ent . The Mailgram is delivered the next business day . In ...
... Mailgram is the nation's first electronic mail . To send a Mailgram , you call Western Union , which trans- mits the message electronically to a post office near the recipi- ent . The Mailgram is delivered the next business day . In ...
Pagina 155
... Mailgram message . So the positioning theme developed for Mailgram was sim- ple : " Mailgram : Impact of a Telegram at a fraction of the cost . " At this point , someone said " Wait a minute . Why position Mailgram against the Telegram ...
... Mailgram message . So the positioning theme developed for Mailgram was sim- ple : " Mailgram : Impact of a Telegram at a fraction of the cost . " At this point , someone said " Wait a minute . Why position Mailgram against the Telegram ...
Pagina 157
... Mailgram service . After the advertising ran , however , there was a big differ- ence in the two groups of cities . Here are the Mailgram aware- ness levels 13 weeks later . High - speed letter cities Low - cost Telegram cities 25 % 47 ...
... Mailgram service . After the advertising ran , however , there was a big differ- ence in the two groups of cities . Here are the Mailgram aware- ness levels 13 weeks later . High - speed letter cities Low - cost Telegram cities 25 % 47 ...
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