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.
Risultati 1-3 di 3
... of meaningless initials, see if you can find another “name" that will do the job
you want done. With a good name, your positioning job is going to be a lot easier.
' 11 L The free-ride trap Take a product called Alka-Seltzer 94 The No-Name Trap
Take a product called Alka-Seltzer Plus. Let's see if we can visualize how Alka-
Seltzer Plus might have gotten its name. A bunch of the boys are sitting around a
conference table trying to name a new cold remedy designed to compete with ...
The rules of positioning hold for all types of products. In the packaged-goods
area, for example, Bristol-Myers tried to take on Crest toothpaste with Fact (killed
after $5 million was spent on promotion). Then they tried to go after Alka-Seltzer
Cosa dicono le persone - Scrivi una recensione
Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
24 sezioni non visualizzate