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 47
... Motors spent $ 50 million to cover the Wankel engine when it was offered to the automotive industry . Money down the drain ? Not necessarily . General Motors probably looks on the $ 50 million spent to buy a Wankel license as cheap ...
... Motors spent $ 50 million to cover the Wankel engine when it was offered to the automotive industry . Money down the drain ? Not necessarily . General Motors probably looks on the $ 50 million spent to buy a Wankel license as cheap ...
Pagina 85
... Motors is often GM , American Motors is often AM , but Ford Motor is almost never FM . Phonetic shorthand The principle at work here is phonetic shorthand . Ra - di - o Cor - po - ra - tion of A - mer - i - ca is 12 syllables long . No ...
... Motors is often GM , American Motors is often AM , but Ford Motor is almost never FM . Phonetic shorthand The principle at work here is phonetic shorthand . Ra - di - o Cor - po - ra - tion of A - mer - i - ca is 12 syllables long . No ...
Pagina 129
... Motors instead of using them in its advertising to impress the public ? This is not a question of fact . ( Ford could have the better ideas and still be in second place . ) This is just a question that springs up in the prospect's mind ...
... Motors instead of using them in its advertising to impress the public ? This is not a question of fact . ( Ford could have the better ideas and still be in second place . ) This is just a question that springs up in the prospect's mind ...
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