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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But conglomerates have provided the capital to sustain vigorous competition in
the marketplace. If it weren't for the conglomerates, we would be a nation of
semimonopolies. Take copiers, for example. Xerox, the pioneer in the plainpaper
Repositioning the competition Since Milk Duds was getting only a small fraction
of that kind of advertising money, it would have been hopeless to try to build a
separate identity for the brand. The only way to drive Milk Duds into the kid's mind
Notice what happens when you 'fail to deal with the competition. Bristol-Myers
spent $35 million to launch Nuprin, and American Home Products spent $40
million to launch Advil. Both products contain ibuprofen, an analgesic new to
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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