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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... Motors spent $ 50 million to cover the Wankel engine when it was offered to the automotive industry . Money down the drain ? Not necessarily . General Motors probably looks on the $ 50 million spent to buy a Wankel license as cheap ...
... Motors is often GM , American Motors is often AM , but Ford Motor is almost never FM . Phonetic shorthand The principle at work here is phonetic shorthand . Ra - di - o Cor - po - ra - tion of A - mer - i - ca is 12 syllables long . No ...
... Motors has succeeded in communicating almost nothing about Cadillac . Except its position as the top - of - the - line , domestic luxury automobile . But even General Motors sometimes forgets that for every product there are two points ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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