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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... United Jersey competes in the mar- keting jungle known as metropolitan New York City . And it really is a banking jungle . In Manhattan alone , there are 389 banks ... United Jersey pushed deci- sion making 168 Positioning a New Jersey Bank.
... United Jersey trains its people in all their banking services , not just in one specialty . So when a customer has a question , he or she doesn't have to wait for an answer while the question is referred to another person . 3 ...
... United Jersey bankers with their counterparts at the whimsically named " Lethargic National Bank . " In one spot , approval for a business loan at Lethargic National seemed to take forever . A second spot showed a Lethargic banker ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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