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.
Risultati 1-3 di 6
A Ford Ford might be all right, but there is a real problem for the company in
selling Ford Mercurys or Ford Lincolns. '(One reason why the Ford Motor
Company has always had a hard time selling higher-priced cars.) What's a
“I drive a Volkswagen” says more than who made the automobile the person
owns. “I drive a Volkswagen” says something about the owner's way of life. A no
—nonsense, practical person, self-confident about his or her status in life. A
The word “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 be
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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