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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While a New York Central Transportation Company might not have been a
success either, there is plenty of evidence to indicate that people take names
very literally. (Eastern Airlines, for example.) Government agencies are usually
very good ...
An account officer at a New York bank was named Youngj. Boozer. Once when a
customer asked to speak to “Young Boozer,” he was told by the switchboard
operator, “We have a lot of them around here. Which one do you want to talk to?
Socony-Mobil was saddled with a first name that originally stood for Standard Oil
Company of New York. All of these names have been changed for sound
marketing reasons. The traditional “foot-in-the-past” approach could have
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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