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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It's better described as a me-too response. (Usually phrased more diplomatically
as “keeping in tune with the times”) Why products fail Most products fail to
achieve reasonable sales goals because the accent is on “better” rather than “
That advice goes against the “bigger and better” philosophy ingrained into the
American spirit. _ Another typically American attitude makes positioning thinking
difficult. Ever since childhood, we have been taught to think in a certain way.
Result: the “Ford has a better idea” campaign. Not bad, but many corporate
programs settle on a mundane and hackneyed approach. Of which the most
mundane and hackneyed, perhaps, is one based on people. “Our people are our
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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