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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Instead, “forgetting the past” created three new modern corporate identities—
Uniroyal, Eaton, and Mobil. The marketing strengths of these names speak for
themselves. These companies successfully forgot the past and positioned
When a company develops a product internally, it usually puts the corporate
name on the product. For example, General Electric computers. When the
company develops a product by external acquisition, it usually keeps the existing
Diversification is not the answer 9' Next to “people, the most common corporate
positioning theme is “diversification.” Companies want to become known as
diversified manufacturers of a wide range of high-quality products. But
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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