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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Positioning is a concept that has changed the nature of advertising, a concept so
simple, people have difficulty understanding how powerful it is. Every successful
politician practices positioning. So do Procter 8c Gamble and Johnson 8c ...
As a matter of fact, the two concepts of positioning and diversification are poles
apart. It's a fact of life that strong positions in the prospect's mind are built on
major achievements. Not on broad product lines. General Electric is known as the
Experience has shown that a positioning exercise is a search for the obvious.
Those are the easiest concepts to communicate because they make the most
sense to the recipient of a message. Unfortunately, obvious concepts are also the
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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