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 29
... competitors like CPT and NBI to use initials in their names . The success of AT & T encouraged MCI to also market their long distance service with an initial name . And look at the contrasting name strategies of two different airlines ...
... competitor zeroes in on a single product . The Dole line of canned pineapple . Dole vs. Del Monte in pineapple is no ... competitors . If you don't expect to build a position in the prospect's mind . If you don't do any advertising . The ...
... competitors . This chart lists the highest point of each destination . Bermuda Bahamas U.S. Virgin Islands . Puerto Rico . Jamaica 259 feet 400 feet 1556 feet 4389 feet 7402 feet At 7402 feet , Blue Mountain in Jamaica is higher than ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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