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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... Hertz and didn't try to attack them head- on . To better understand why the Avis program was so success- ful , let's look into the mind of the prospect and imagine we can see a product ladder marked " rent - a - cars . " On each rung of ...
... Hertz to exploit . Furthermore , the old campaign not only related No. 2 Avis to No. 1 Hertz on the product ladder in the prospect's mind , but also capitalized on the natural sympathy people have for the underdog . The new campaign was ...
... Hertz or Coke . So how do you get to be the leader ? Actually it's quite sim- ple . Remember Charles Lindbergh and Neil Armstrong ? You just get there firstest with the mostest . Establishing leadership History shows that the first ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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