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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Ford's Edsel is the classic example. In the laughter that followed the demise of
poor Edsel, most people missed the point. In essence, the Ford people got
switched around. The Edsel was a beautiful case of internal positioning to fill a
How come they haven't lost their leadership to Ford? To which we reply, “What's
a Ford?" Same problem. Ford is also a big, small, cheap, expensive car. Ford has
another problem. Not only is Ford an automobile brand. Ford is also a company ...
Ford can't build a corporate position on a specific kind of car, because it builds
them in all types and all sizes, including. trucks. (Whether it should or not is
another matter.) So the positioning question boils down to some quality to be
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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