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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Almost two out of every three soft drinks consumed in the United States are cola
drinks. By linking the product to what was already in the mind of the prospect, the
“uncola” position established 7-Up as an alternative to a cola drink. (The three ...
Coca-Cola has power. The Coca-Cola Company is merely a reflection of that
power. Outside the cola field, the Coca-Cola Company has to earn its power the
hard way—either by getting into the mind first, by establishing a strong alternative
When to use a coined name What about the obvious success of companies with
coined names like Coca-Cola, Kodak, and Xerox? One of the things that makes
positioning thinking difficult for many people is the failure to understand the role
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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