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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early success in the positioning era was the famous Avis campaign. The Avis
campaign will go down in marketing history as a classic example of establishing
the “against” position. In the case of Avis, this was a position against the leader.
What Avis is doing in rent-a-cars, Burger King is doing in fast foods, and Pepsi is
doing in colas. The "uncola" position Another classic positioning strategy is to
worm your way onto a ladder owned by someone else. As 7-Up did. The
Shortly after the company was sold to ITI', Avis decided it was no longer satisfied
with being No. 2. So it ran ads saying, “Avis is going to be No. 1.” That's
advertising your aspirations. Wrong psychologically. And wrong strategically.
Avis was ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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