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
Risultati 1-3 di 6
... Sabena situation One of the many North Atlantic carriers jockeying for these international travelers is an airline called Sabena Belgian World Airlines . But all competitors don't compete on an equal basis . TWA and Pan Am , for example ...
... Sabena's advertising . Sabena was using classic air- line strategy . Sell the food and the service . " Do I have to be a bon vivant to fly Sabena ? " said a typical ad . But all the terrific food in the world won't induce you to fly an ...
... Sabena's problem is not Sabena , the airline , but Belgium , the country . Seven - Up's problem is not the prospect's attitude toward lemon / lime drinks , but the overwhelming share of mind occu- pied by the colas . " Get me a soda ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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