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 47
Pagina 47
... thing else is an imitation of “ the real thing . " This is not the same as saying " We're No. 1. " The largest brand could be the largest seller because it has a lower price , it is available in more outlets , etc. But " the real thing ...
... thing else is an imitation of “ the real thing . " This is not the same as saying " We're No. 1. " The largest brand could be the largest seller because it has a lower price , it is available in more outlets , etc. But " the real thing ...
Pagina 74
... things literally . Mennen E deodorant was doomed to fail- ure in spite of a $ 10 million advertising launch . The trouble was the name on the can . The introductory ad even admitted that the idea was a little unusual . " Vitamin E ...
... things literally . Mennen E deodorant was doomed to fail- ure in spite of a $ 10 million advertising launch . The trouble was the name on the can . The introductory ad even admitted that the idea was a little unusual . " Vitamin E ...
Pagina 139
... things that appeal to the seasoned European traveler . Like interesting cit- ies , historical palaces , museums , and art galleries . Oddly enough , many Belgian people don't have a high opin- ion of their own country as a tourist ...
... things that appeal to the seasoned European traveler . Like interesting cit- ies , historical palaces , museums , and art galleries . Oddly enough , many Belgian people don't have a high opin- ion of their own country as a tourist ...
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