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. |
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Pagina 43
... outsells the number two brand by a wide margin . Hertz outsells Avis , Gen- eral Motors outsells Ford , Goodyear outsells Firestone , McDonald's outsells Burger King , General Electric outsells Westinghouse . Many marketing experts ...
... outsells the number two brand by a wide margin . Hertz outsells Avis , Gen- eral Motors outsells Ford , Goodyear outsells Firestone , McDonald's outsells Burger King , General Electric outsells Westinghouse . Many marketing experts ...
Pagina 111
... outsells Maxim 2 to 1 . The fickle - fingers affair Another missed opportunity is known in hand lotion circles as " the fickle - fingers affair . " The story starts with Jergens , the No. 1 brand with the dominant share of market ...
... outsells Maxim 2 to 1 . The fickle - fingers affair Another missed opportunity is known in hand lotion circles as " the fickle - fingers affair . " The story starts with Jergens , the No. 1 brand with the dominant share of market ...
Pagina 120
... outsells Johnnie Walker Black Label by a considerable margin . " Give me a Johnnie Walker with a splash , bartender . " " Black Label or Red Label , sir ? " 66 ' Aaaaaaaaaaah the hell with it . Make it a Chivas . " ... Cutty 12 and ...
... outsells Johnnie Walker Black Label by a considerable margin . " Give me a Johnnie Walker with a splash , bartender . " " Black Label or Red Label , sir ? " 66 ' Aaaaaaaaaaah the hell with it . Make it a Chivas . " ... Cutty 12 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