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 127
... sell itself ? To whom ? ( To protect themselves against unfriendly takeovers , most companies would like to be invisible . ) The buying and selling of companies Actually , a lot of buying and selling of companies is going on . Only it's ...
... sell itself ? To whom ? ( To protect themselves against unfriendly takeovers , most companies would like to be invisible . ) The buying and selling of companies Actually , a lot of buying and selling of companies is going on . Only it's ...
Pagina 133
... sell . The high - fidelity audio system was never supplied by one vendor as consumers picked the receivers and turntables and tape players they wanted . The same went for the home entertainment center and the dream that GE had to sell ...
... sell . The high - fidelity audio system was never supplied by one vendor as consumers picked the receivers and turntables and tape players they wanted . The same went for the home entertainment center and the dream that GE had to sell ...
Pagina 138
... Sell the food and the service . " Do I have to be a bon vivant to fly Sabena ? ” said a typical ad . But all the ... selling colas , companies , or coun- tries . Out of mind , out of business . Most Americans knew very little about ...
... Sell the food and the service . " Do I have to be a bon vivant to fly Sabena ? ” said a typical ad . But all the ... selling colas , companies , or coun- tries . Out of mind , out of business . Most Americans knew very little about ...
Sommario
Introduction | 1 |
The Assault on the Mind | 11 |
Getting Into the Mind | 19 |
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