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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... Volkswagen ? A line - extension tragedy usually moves to its inevitable conclu- sion in three acts . Act One is the ... Volkswagen Beetle established an excep- tionally strong position in the automotive market . Like most classic success ...
... Volkswagen owner is a reverse snob . He or she loves to put down the car buyer who loves to impress the neighbors . " The 1970 Volkswagen will stay ugly longer " expresses this atti- tude perfectly . Act Two is fueled by greed and ...
... Volkswagen " won't hold the concept of a medium - sized luxury car , so you discard that sugar bowl and use another , “ Audi , ” which holds the concept better . You don't insist that because it's made in a Volkswagen factory , it must ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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