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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Al Ries, Jack Trout. example, most people put Hertz on the top rung, Avis on the
second rung, and National on the third. Before you can position anything, you
must know where it is on the product ladder in the mind.
Avis is not going to be No. 1. Wishing won't make it so. And neither will massive
amounts of advertising. The "can do" spirit refuses to die In many ways our
country's Vietnam experience was a typical example of American “can, do” ...
Take perfume, for example. You'd think that the more delicate and feminine the
brand, the more successful it would be. So what's the largest-selling brand of
perfume in the world? No, it's not Arpege or Chanel No. 5. It's Revlon's Charlie.
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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