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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... idea is overturned , selling the new idea is often ludicrously simple . As a matter of fact , people will often actively search for a new idea to fill the void . Never be afraid to conflict either . The crux of a reposition- ing program ...
... idea . On the night before he died , Victor Hugo wrote in his diary , “ Nothing , not all the armies of the world , can stop an idea whose time has come . ” Everyone knows that an idea can take you to the top faster than anything else ...
... ideas be refined and perfected . You need simplicity Only an obvious idea will work today . The overwhelming vol- ume of communication prevents anything else from succeeding . But the obvious isn't always so obvious . " Boss " Kettering ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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