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
Risultati 1-3 di 65
... example , repositioned aspirin . Chapter 9. The Power of the Name .61 The most important marketing decision you can make is what to name the product . The name alone has enormous power in an overcommunicated society ... Chapter 10. The ...
... example of a successful product aimed at older folks . Aim toothpaste is a good example of a product aimed at children . Aim has carved out 10 percent of the toothpaste mar- ket . A tremendous accomplishment in a market dominated by two ...
... examples is Johnson's baby shampoo . By promoting the mildness of the product to the adult mar- ket , the company has ... example of broadening the base is Blue Nun , a white wine being promoted as equally good with meat courses as with ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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