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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... corporate identity . The result of mergers , Smith never did make coronas or marchants . So it decided to shorten the name to SCM Corporation . Presumably , both SCM and USM made the change to escape the obsolete identity of the past ...
... Corporation , EY & T Company , and SM Inc. Three marketing monstrosities . Instead , " forgetting the past " created three new modern corporate identities — Uniroyal , Eaton , and Mobil . The market- ing strengths of these names speak ...
... corporate name on the product . For example , General Electric computers . When the company develops a product by ... Corporate egos aside , when should a company use the house name and when should they select a new name ? ( You can't ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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