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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The brand is Milk Duds, a product of Switzer Clark. Milk Duds is a candy product
that comes in a little yellow and brown box. It had a reputation as a “movie” candy
for teenagers, but the company wanted to broaden its Milk Duds business to ...
Not Milk Duds, even though the average 10-year-old kid might be vaguely aware
of the brand. For most 10-year-olds, the candy urge immediately conjures up the
concept of candy bars. Candy bars like Hersheys, Nestlés, Mounds, Almond ...
Milk Duds are different. They come in a box instead of a package. They give the
kid 15 individual slow-eating chocolatecovered caramels. Compared with a
candy bar, a box of Milk Duds will last a long time. (If you try to stuff a whole box
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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