Positioning: The Battle for Your MindMcGraw Hill Professional, 3 gen 2001 - 213 pagine "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. |
Dall'interno del libro
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... communication iceberg . We communicate with each other in a wide variety of bewildering ways . And in a geometrically increasing volume . The medium may not be the message , but it does seriously affect the message . Instead of a ...
... communication . Only when you appreciate the nature of the problem can you understand the solution . When you want to communicate the advantages of a politi- cal candidate or a product or even yourself , you must turn things inside out ...
... communication . From divinity to clergy to congregation . The problems arise not with a perfect divinity or an imper- fect congregation but with the clergy . How the clergy applies communication theory to the prac- tice of religion will ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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