Positioning: The Battle for Your Mind
"One of the most important communication books I've ever read. I highly recommend it!"
"...Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning...."
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
Positioning also shows you how to:
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
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Cherchez le creneau and then fill it. That advice goes against the “bigger and
better” philosophy ingrained into the American spirit. _ Another typically
American attitude makes positioning thinking difficult. Ever since childhood, we
have been ...
“The one beer to have when you're having more than one” positioned Schaefer
as the brand for the heavy beer drinker. The factory creneau One common
mistake in looking for creneaus is filling a hole in the factory rather than one in
Another “fill-the-factory” mistake was the National Observer, the first national
weekly newspaper. Dow jones, the Observer's proud parent, also publishes The
Wall Street journal, but only 5 days a week. Voila, you can hear somebody say.
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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