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 27
Pagina 73
... competitors . Esquire was a great name for a magazine for the young - man- about - town . When young - men - about - town used to sign their names John J. Smith , Esq . But Esquire lost its leadership to Play- boy . Everybody knows what ...
... competitors . Esquire was a great name for a magazine for the young - man- about - town . When young - men - about - town used to sign their names John J. Smith , Esq . But Esquire lost its leadership to Play- boy . Everybody knows what ...
Pagina 93
... competitors like CPT and NBI to use initials in their names . The success of AT & T encouraged MCI to also market their long distance service with an initial name . And look at the contrasting name strategies of two different airlines ...
... competitors like CPT and NBI to use initials in their names . The success of AT & T encouraged MCI to also market their long distance service with an initial name . And look at the contrasting name strategies of two different airlines ...
Pagina 124
... competitor zeroes in on a single product . The Dole line of canned pineapple . Dole vs. Del Monte in pineapple is no ... competitors . If you don't expect to build a position in the prospect's mind . If you don't do any advertising . The ...
... competitor zeroes in on a single product . The Dole line of canned pineapple . Dole vs. Del Monte in pineapple is no ... competitors . If you don't expect to build a position in the prospect's mind . If you don't do any advertising . The ...
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