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 169
... United Jersey pushed deci- sion making down to the local level . ( One of their lending teams can approve a $ 10 million loan , and that team meets daily . ) In 10 commercial banking centers through- out the state , other officers on ...
... United Jersey pushed deci- sion making down to the local level . ( One of their lending teams can approve a $ 10 million loan , and that team meets daily . ) In 10 commercial banking centers through- out the state , other officers on ...
Pagina 170
... United Jersey bankers with their counterparts at the whimsically named " Lethargic National Bank . " In one spot , approval for a business loan at Lethargic National seemed to take forever . A second spot showed a Lethargic banker ...
... United Jersey bankers with their counterparts at the whimsically named " Lethargic National Bank . " In one spot , approval for a business loan at Lethargic National seemed to take forever . A second spot showed a Lethargic banker ...
Pagina 213
... United Jersey Bank , 167-171 Vodka , 60 , 63-64 Whisky , 59-60 , 110 , 119–120 Words : effect of , on people , 202-203 role of , in positioning , 201–202 Xerox Corporation , 24 , 42 , 44 , 47– 50 , 97-99 , 127-136 Index 213.
... United Jersey Bank , 167-171 Vodka , 60 , 63-64 Whisky , 59-60 , 110 , 119–120 Words : effect of , on people , 202-203 role of , in positioning , 201–202 Xerox Corporation , 24 , 42 , 44 , 47– 50 , 97-99 , 127-136 Index 213.
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