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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Cherchez le creneau The French have a marketing expression that sums up this
strategy rather neatly. Cherchez le creneau. “Look for the hole.” Cherchez le
creneau and then fill it. That advice goes against the “bigger and better”
The effectiveness of this approach, of course, depends on the existence of an
open creneau in the prospect's mind. Not that there weren't other small cars on
the market at the time the Beetle was introduced. There were, but no one else
The low-price creneau Instead of high price, the opposite direction can also be a
profitable tack to take. In evaluating price as a possible creneau, keep in mind
that the low-price creneau is often a good choice for new products like facsimile ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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