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.
Risultati 1-3 di 15
There are newspapers. Morning, evening, daily, weekly, and Sunday. There are
magazines. Mass magazines, class magazines, enthusiast magazines, business
magazines, trade magazines. And, of course, buses, trucks, streetcars, subways,
People is a brilliant name for the gossip-column magazine. It's a runaway
success. The me-too copy, Us magazine, is in trouble. How not to choose a name
On the other hand. Time is not as good a name for a newsweekly as the more
Many people think Time is a great name for a magazine. And in a way, it is. Short,
catchy, memorable. But it's also subtle and tricky. (Time could be a trade
magazine for the watch industry.) Fortune is another name cut out of the same
Cosa dicono le persone - Scrivi una recensione
Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
24 sezioni non visualizzate