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 15
Pagina 49
... copier . Xerox owns the copier position because it got into the mind first and then exploited that copier position by a massive marketing program . But in computers , office duplicators , word processors , and other products , Xerox ...
... copier . Xerox owns the copier position because it got into the mind first and then exploited that copier position by a massive marketing program . But in computers , office duplicators , word processors , and other products , Xerox ...
Pagina 131
... copiers . Quick , name another copier company ? Nothing jumps into the mind , does it ? Sure , after a while , you probably can remem- ber that Sharp , Savin , Ricoh , Royal , and Canon make copiers . Even IBM and Kodak make copiers ...
... copiers . Quick , name another copier company ? Nothing jumps into the mind , does it ? Sure , after a while , you probably can remem- ber that Sharp , Savin , Ricoh , Royal , and Canon make copiers . Even IBM and Kodak make copiers ...
Pagina 134
... copier / computer gap . Instead of being an obstacle , the copier / computer gap in the long run could turn out to be Xerox's strongest ally . " Third - leg " opportunities If AT & T's telephone leg has become the communication leg and ...
... copier / computer gap . Instead of being an obstacle , the copier / computer gap in the long run could turn out to be Xerox's strongest ally . " Third - leg " opportunities If AT & T's telephone leg has become the communication leg and ...
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