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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“Generic” brand names are, of course, close to the edge, so they have to be
handled carefully or Uncle Sam will take your goodies away. From a
communication point of view, the generic brand name is very efficient. One word
serves in place ...
company, a brand name, an institution, and a great place to work. But to the
consumer, Coca-Cola is a sweet, dark, carbonated beverage. What's in the glass
is Coke. It's not a cola drink manufactured by a company called Coca-Cola.
Today Taster's Choice is the leading brand and the largest seller. But what was
the name of the first freeze-dried coffee? Maxim. So why isn't Maxim the No. 1
brand? It's a story of intrigue and courage that might be worth telling in more
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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