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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... outsells the number two brand by a wide margin . Hertz outsells Avis , Gen- eral Motors outsells Ford , Goodyear outsells Firestone , McDonald's outsells Burger King , General Electric outsells Westinghouse . Many marketing experts ...
... outsells Jergens , Jergens Extra Dry , and Direct Aid combined . But isn't the brand really called “ Vaseline Intensive Care , " a line - extended name ? True , but customers call the product Intensive Care , not Vaseline . In the mind ...
... outsells Johnnie Walker Black Label by a considerable margin . " Give me a Johnnie Walker with a splash , bartender . " " Black Label or Red Label , sir ? ” “ Aaaaaaaaaaah . . . the hell with it . Make it a Chivas . " Cutty 12 and ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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