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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While no one doubts the advertiser's financial ability to dish it out, there's some
question about the consumer's mental ability to take it all in. Each day, thousands
of advertising messages compete for a share of the prospect's mind. And make ...
Oddly enough, one agency that missed a bet was the Federal Trade Commission
. A broader name would be Consumer Protection Agency, a name that would
also take advantage of a current hot topic. Leaders can also benefit by
To counter the widespread consumer acceptance of fair trade laws, the
opposition tried to call it “price maintenance” legislation. It was many, many years
before fair trade laws were repealed by the many states that had enacted them. A
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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