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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After dropping some $8 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 ...
37 million 1975 . . . . . . . . . . . .23 million 1980 . . . . . . . . . . . .39 million 1976 . . . . . . .
. . . . .25 million 1981 . . . . . . . . . . . .41 million After 10 years of success, Western
Union decided to change the Mailgram strategy. Instead of “impact,” the new ...
Bristol-Myers spent $35 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 dominant ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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