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
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... concept that has changed the nature of advertising , a concept so simple , people have difficulty under- standing how powerful it is . Every successful politician practices positioning . So do Procter & Gamble and Johnson & Johnson ...
... concept . Even the stock market consistently undervalues conglomer- ates like ITT and Gulf & Western . ( Many companies are worth more broken into parts than they are worth whole . ) Sometimes companies think they are concentrating ...
... concepts to communicate because they make the most sense to the recipient of a message . Unfortunately , obvious ... concept had been isolated , the next thing to be done was to develop the techniques for implementing it . First and ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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