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.
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Even though the product has been around for decades, it is still perceived as
imitation butter. (It's not nice to fool Mother Nature.) A better choice of name at the
beginning would have helped. What should margarine have been called?
Like butter in the case of margarine. Or like sugar in the case of corn syrup. A
number of years ago, scientists found a way to make sweeteners out of corn
starch. Result: products called dextrose, corn syrup, and high-fructose corn syrup.
Confusion in corn oils What's the name of the first corn-oil 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 example of logic leading
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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