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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... York City banks have become firmly entrenched in the Long Island area . Banks like Citibank , Chase Manhattan , and Chemical Bank . Also , a good number of Long Island's residents commute. 159 Chapter 19. Positioning a Long Island Bank.
... Citibank 6.5 Chase Manhattan 6.1 European American 6.1 From last to first place in " many branches . " In spite of the fact that Chemical Bank , for example , has more than twice as many branches on Long Island . Full range of services ...
... Citibank and 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 ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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