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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Rather than put a trademark symbol after every occurrence of a trademarked
name, We use names in an editorial fashion only, and to the benefit of the
trademark oWner, With no intention of infringement of the trademark. Where such
Oddly enough, one agency that missed a bet was the Federal Trade Commission
. A broader name would be Consumer Protection Agency, a name that would
also take advantage of a current hot topic. Leaders can also benefit by
Benefits of the "Hawaiian” position “The Hawaii of the Caribbean” provides a
quick visual analogy. Jamaica doesn't have the luxury of building that visual
image over the years. Transferring Hawaii's mental picture postcards will save
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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