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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Also a more successful magazine. Names also get out of date, opening up
creneaus for alert competitors. Esquire was a great name for a magazine for the
young-manabout-town. When young-men-about-town used to sign their names
But notice what happens when a competitor zeroes in on a single product. The
Dole line of canned pineapple. Dole vs. Del Monte in pineapple is no contest.
Dole wins every time. So what does Dole do next? It puts the Dole name on fresh
The Hawaii of the Caribbean becomes an even more powerful concept when you
compare jamaica with its four biggest competitors. This chart lists the highest
point of each destination. Bermuda . . . . . . . . . . . . . . . . . . . . . . . 259 feet Bahamas .
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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