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 29
Pagina 85
... called L.A. , but New York is seldom called N.Y. ? " I worked for GE for a couple of years and then went to Western Union . " Why is General Electric often called GE , but Western Union is seldom called WU ? General Motors is often GM ...
... called L.A. , but New York is seldom called N.Y. ? " I worked for GE for a couple of years and then went to Western Union . " Why is General Electric often called GE , but Western Union is seldom called WU ? General Motors is often GM ...
Pagina 116
... called the Wets ? Or have I confused them with a basketball team called the Nets ? Or was I thinking about a tennis team called the Sets ? Now let's see , the Nets changed their name to the Apples . Or was it the Sets that changed their ...
... called the Wets ? Or have I confused them with a basketball team called the Nets ? Or was I thinking about a tennis team called the Sets ? Now let's see , the Nets changed their name to the Apples . Or was it the Sets that changed their ...
Pagina 199
... called " creativity , " a commodity much sought after by the neophyte advertiser . The popular view is that the agency " creates . " And that the best agencies are filled with a substance called " creativity " which they liberally apply ...
... called " creativity , " a commodity much sought after by the neophyte advertiser . The popular view is that the agency " creates . " And that the best agencies are filled with a substance called " creativity " which they liberally apply ...
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