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 74
Pagina 155
... strategy for dealing with human minds . Still , the logic was so sound , it was worthwhile rethinking the con- cept . Especially since there was another positioning strategy that also had merit . The high - speed letter Actually the ...
... strategy for dealing with human minds . Still , the logic was so sound , it was worthwhile rethinking the con- cept . Especially since there was another positioning strategy that also had merit . The high - speed letter Actually the ...
Pagina 197
... Positioning is a concept that is cumulative . Something that takes advantage of advertising's long - range nature ... positioning strategy . Only its tactics , those short - term maneuvers that are intended to implement a long- term ...
... Positioning is a concept that is cumulative . Something that takes advantage of advertising's long - range nature ... positioning strategy . Only its tactics , those short - term maneuvers that are intended to implement a long- term ...
Pagina 213
... Positioning strategies : age , 58 appealing to everyone , 60 comparative advertising , 32-34 , 66 distribution , 58 and ... positioning strategy , 55-57 Product explosion , 16-17 , 32 Product failure , reasons for , 53-54 Product names ...
... Positioning strategies : age , 58 appealing to everyone , 60 comparative advertising , 32-34 , 66 distribution , 58 and ... positioning strategy , 55-57 Product explosion , 16-17 , 32 Product failure , reasons for , 53-54 Product names ...
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