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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... consumer with less than a half cent of advertising , spread out over 365 days — a consumer already exposed to $ 376.61 % worth of other advertising . In our overcommunicated society , to talk about the " impact " of your advertising is ...
... consumer's mental abil- ity to take it all in . Each day , thousands of advertising messages compete for a share of the prospect's mind . And make no mistake about it , the mind is the battleground . Between 6 inches of gray matter is ...
... Consumer Pro- tection Agency , a name that would also take advantage of a cur- rent hot topic . Leaders can also ... consumer adver- tising . Today roughly 40 percent of its advertising volume is in consumer products . Leadership is not ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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