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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Who were we to say that a powerful, multibillion-dollar company like RCA couldn'
t find happiness in the computer business if it so desired? So as 1970 rolled
around, it was full speed ahead at RCA. The incredible story was told in the
pages of ...
Which is probably why the company runs ads that say “Owens-Corning is
Fiberglas.” In other words, if you want Fiberglas, you'll just have to remember
Owens-Coming. It would be a lot easier if the company changed its name to the
How do you develop an effective position for a company? Let's look at Xerox, a
company that seems to already have a position. What's in Xerox's mind? Why
would Xerox want a position? Xerox has a position. Xerox is the Coca-Cola of ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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