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.
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Xerox means copier, not computer. (If you asked your secretary to get you a
Xerox copy, you'd be upset if you got a reel of mag tape.) Even Xerox knew this. “
This Xerox machine can't make a copy,” said the headline of one of their
Let's look at Xerox, a company that seems to already have a position. What's in
Xerox's mind? Why would Xerox want a position? Xerox has a position. Xerox is
the Coca-Cola of copiers. Quick, name another copier company? Nothing jumps
Take Xerox vs. IBM. (1) Xerox has not been very successful with computers,
workstations, or local area networks, all of which belong to the leg owned by IBM.
(2) On the other hand, IBM has not been very successful with copiers, a leg, ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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