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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... million on the project . Almost everybody has tried line extension . Saturday Review Magazine tried to publish in four different flavors — The Arts , Science , Education , The Society . A $ 17 million loss . Levi Strauss and Brown Shoe ...
Al Ries, Jack Trout. 1972 6 million 1977 . 28 million 1973 11 million 1978 33 million 1974 20 million 1979 37 million 1975 23 million 1980 39 million 1976 25 million 1981 41 million After 10 years of success , Western Union decided to ...
... million to launch Nuprin , and American Home Products spent $ 40 million to launch Advil . Both products contain ibuprofen , an analgesic new to America . But both campaigns failed to reposition Tylenol , the domi- nant headache remedy ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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