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
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Pagina 38
... examples to the contrary , we live in a " can do " environment . Yet many things are not possible , no matter how ... example is what happened to RCA in the com- puter business . The handwriting on the wall In 1969 we wrote an article ...
... examples to the contrary , we live in a " can do " environment . Yet many things are not possible , no matter how ... example is what happened to RCA in the com- puter business . The handwriting on the wall In 1969 we wrote an article ...
Pagina 58
... example of a successful product aimed at older folks . Aim toothpaste is a good example of a product aimed at children . Aim has carved out 10 percent of the toothpaste mar- ket . A tremendous accomplishment in a market dominated by two ...
... example of a successful product aimed at older folks . Aim toothpaste is a good example of a product aimed at children . Aim has carved out 10 percent of the toothpaste mar- ket . A tremendous accomplishment in a market dominated by two ...
Pagina 198
... example . What you are really doing when you line - extend is weakening your basic posi- tion . And once that's gone , you are adrift without an anchor . Levi's line - extended into casual clothes . And then found its basic position in ...
... example . What you are really doing when you line - extend is weakening your basic posi- tion . And once that's gone , you are adrift without an anchor . Levi's line - extended into casual clothes . And then found its basic position in ...
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