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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When a company develops a product internally, it usually puts the corporate
name on the product. For example ... Corporate egos aside, when should a
company use the house name and when should they select a new name? (You
But what was the name of the first freeze-dried coffee? Maxim. So why isn't
Maxim the No. 1 brand? It's a story of intrigue and courage that might be worth
telling in more detail. With its Maxwell House brand, General Foods owned the
Potential winners should not bear the house name. Small-volume products
should. Competition. In a vacuum, the brand should not bear the house name. In
a crowded field, it should. Advertising support. Big-budget brands should not
bear the ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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