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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... leading brand has the advantage . On an airplane flight , for example , the airline will often stock one brand of cola , one brand of ginger ale , one brand of beer , etc. On your next flight , see if the three brands aren't Coke ...
... leading brands , Marlboro and Winston , have long since line - extended the lights , 100 - mm , and menthol . So ... brand of corn - oil margarine and the biggest seller . But the first corn - oil margarine was Mazola . A classic exam- ple of ...
... leading brand and the largest seller . 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 ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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