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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... margarine have been called ? Why " soy butter , " of course- -a name in the peanut butter tradition . The psychological problem with a name like " margarine " is that it is deceptive . It hides the origin of the product . Everyone knows ...
... margarine name , forever relating Negroes to second - class citizenship . " Colored " doesn't sufficiently polarize the situation . The implication is , the less colored the better . " Black " is a much better choice . It allows the ...
... margarine ? Fleischmann's is the leading brand of corn - oil margarine and the biggest seller . But the first corn - oil margarine was Mazola . A classic exam- ple of logic leading you astray . Mazola was the name of the leading brand ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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