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 75
... margarine have been called ? Why “ soy butter , " of course- -a name in the peanut butter tradition . The psychological problem with a name like “ margarine ” is that it is deceptive . It hides the origin of the product . Everyone knows ...
... margarine have been called ? Why “ soy butter , " of course- -a name in the peanut butter tradition . The psychological problem with a name like “ margarine ” is that it is deceptive . It hides the origin of the product . Everyone knows ...
Pagina 76
... margarine name , forever relating Negroes to second - class citizenship . " Colored " doesn't sufficiently polarize the situation . The implication is , the less colored the better . " Black " is a much better choice . It allows the ...
... margarine name , forever relating Negroes to second - class citizenship . " Colored " doesn't sufficiently polarize the situation . The implication is , the less colored the better . " Black " is a much better choice . It allows the ...
Pagina 110
... margarine ? Fleischmann's is the leading brand of corn - oil margarine and the biggest seller . But the first corn - oil margarine was Mazola . A classic exam- ple of logic leading you astray . Mazola was the name of the leading brand ...
... margarine ? Fleischmann's is the leading brand of corn - oil margarine and the biggest seller . But the first corn - oil margarine was Mazola . A classic exam- ple of logic leading you astray . Mazola was the name of the leading brand ...
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