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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To find a unique position, you must ignore conventional logic. Conventional logic
says you find your concept inside yourself or inside the product. Not true. What
you must do is look inside the prospect's mind. You won't find an “uncola” idea ...
How do you find an open position in the prospect's mind? Cherchez le creneau
The French have a marketing expression that sums up this strategy rather neatly.
Cherchez le creneau. “Look for the hole.” Cherchez le creneau and then fill it.
How many times have you picked up a bottle of liquor and read the label to find
out where it was made? Furthermore, the names themselves (Samovar, Smirnoff,
Wolfschmidt, Popov, Nikolai) imply a Russian origin. It's this latter factor alone ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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