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 6
Pagina 137
... Sabena situation One of the many North Atlantic carriers jockeying for these international travelers is an airline called Sabena Belgian World Airlines . But all competitors don't compete on an equal basis . TWA and Pan Am , for example ...
... Sabena situation One of the many North Atlantic carriers jockeying for these international travelers is an airline called Sabena Belgian World Airlines . But all competitors don't compete on an equal basis . TWA and Pan Am , for example ...
Pagina 138
... Sabena's advertising . Sabena was using classic air- line strategy . Sell the food and the service . " Do I have to be a bon vivant to fly Sabena ? ” said a typical ad . But all the terrific food in the world won't induce you to fly an ...
... Sabena's advertising . Sabena was using classic air- line strategy . Sell the food and the service . " Do I have to be a bon vivant to fly Sabena ? ” said a typical ad . But all the terrific food in the world won't induce you to fly an ...
Pagina 194
... Sabena's problem is not Sabena , the airline , but Belgium , the country . Seven - Up's problem is not the prospect's attitude toward lemon / lime drinks , but the overwhelming share of mind occu- pied by the colas . “ Get me a soda ...
... Sabena's problem is not Sabena , the airline , but Belgium , the country . Seven - Up's problem is not the prospect's attitude toward lemon / lime drinks , but the overwhelming share of mind occu- pied by the colas . “ Get me a soda ...
Sommario
Introduction | 1 |
The Assault on the Mind | 11 |
Getting Into the Mind | 19 |
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