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
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... bank- ing is still a regional service . In fact , positioning a bank is much like positioning a depart- ment store , an ... Chase Manhattan , and Chemical Bank . Also , a good number of Long Island's residents commute. 159 Chapter 19 ...
... Manhattan . ) " If times get tough , will the city banks get going ? ( Back to the city . ) " Fifteen months later the same research was repeated . Notice how Long Island Trust's ... Chase Manhattan 164 Positioning a Long Island Bank.
... Chase Manhattan . These are big banks . In Manhattan alone Citibank has 74 branches . How do you find weakness in Citibank , which has almost as many vice presidents as United Jersey has employees ? The disadvantage of large size The ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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