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
Risultati 1-3 di 86
... company changed its name to the Fiberglas Corporation . Then if you want fiberglass ( with a lowercase " f " ) , all you have to remember is Fiberglas ( with an uppercase " F " ) . This step would help focus the attention on the company's ...
... company which has lost its corporate identity . The result of mergers , Smith never did make coronas or marchants . So it decided to shorten the name to SCM Corporation . Presumably , both SCM and USM made the change to escape the ...
... company ? Let's look at Xerox , a company that seems to already have a position . What's in Xerox's mind ? Why would ... company's product line . Xerox was still committed to the concept of going beyond copiers . In the years to come ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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