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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... Michelob discovered The great copywriters of yesterday , who have gone to the big ad agency in the sky , would die all over again if they saw some of the campaigns currently running . Take beer advertising , for example . In the past a ...
... Michelob . The brand was launched with a campaign that is as poetic as a stop sign . And just as effective . " First class is Michelob " positioned the brand as a pre- mium - priced American - made beer . In a few years , Michelob ...
... Michelob . The people at Anheuser - Busch found an untapped market for a premium - priced domestic beer . And they moved into the mind with the Michelob name . High - price creneaus seem to be opening up in many prod- uct categories ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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