Positioning: The Battle for Your MindMcGraw Hill Professional, 3 gen 2001 - 213 pagine "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. |
Dall'interno del libro
Risultati 1-3 di 37
... 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 ...
... find an open position in the prospect's mind ? Cherchez le creneau The French have a marketing expression that sums ... find a creneau . To find a creneau , you must have the ability to think in reverse , to go against the grain . If ...
... find MCI somewhere between McHugh and McKensie . But of course , it's not there . MCI Tele- communications is 48 pages away where it has to compete with seven other companies that incorporate MCI in their names . ( Following standard ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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