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 12
... television . A medium barely 35 years old . A powerful and pervasive medium , television didn't replace radio or news- papers or magazines . Each of the three older media is bigger and stronger than it ever was . Television is an ...
... television . A medium barely 35 years old . A powerful and pervasive medium , television didn't replace radio or news- papers or magazines . Each of the three older media is bigger and stronger than it ever was . Television is an ...
Pagina 151
... television commercials , there wasn't one reference to the long - lasting idea . Let's take a mental walk through a 30 - second television commercial to see how the long - lasting idea was sugarcoated for the benefit of the 10 - year ...
... television commercials , there wasn't one reference to the long - lasting idea . Let's take a mental walk through a 30 - second television commercial to see how the long - lasting idea was sugarcoated for the benefit of the 10 - year ...
Pagina 153
... television , a visually oriented vehicle . With a service like Mailgram , the primary medium was radio , a verbally oriented vehicle . Naturally , there are a lot of exceptions to these principles . If everyone knows what the product ...
... television , a visually oriented vehicle . With a service like Mailgram , the primary medium was radio , a verbally oriented vehicle . Naturally , there are a lot of exceptions to these principles . If everyone knows what the product ...
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