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 3
... Fiberglas and Libbey - Owens - Ford . These are not small outfits either . Owens - Illinois is a $ 3.5 billion company . Owens - Corning Fiberglas is a $ 3 billion com- pany . And Libbey - Owens - Ford is a $ 1.75 billion company . Look ...
... Fiberglas . " In other words , if you want Fiberglas , you'll just have to remember Owens - Corning . It would be a lot easier if the company changed its name to the Fiberglas Corporation . Then if you want fiberglass ( with a lowercase ...
... this substitution takes place . Some brands are so strong they are practically generic . Fiberglas , Formica , Jell - O , Kleenex , Band - Aid , Sanka . “ Generic " brand names are , of course , 102 The Line - Extension Trap.
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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