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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... look at the new whisky as a substitute for other distilled spir- its . According to the ads , Frost 8/80 could be used like vodka or gin in martinis , like scotch or bourbon in manhattans and whisky sours . Don't try to trick the ...
... Look at the name again . Scope ? It sounds like a board game from Parker Brothers . Not like a good - tasting mouthwash that will make you a big hit with the opposite sex . If Scope had been given a name like Close - Up toothpaste , it ...
... look into the minds of its prospects , it would quickly see that moving into office information systems is not in the cards . The trade publication Information Week recently surveyed a sample of its subscribers . ( The magazine has ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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