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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... person , the average American consumer is already exposed to twice as much advertising per year as the average Canadian . Four times as much as the average English person . And five times as much as the average French person . While no ...
... person's mind is to be first . You can demonstrate the validity of this principle by asking yourself a few simple questions . What's the name of the first person to fly solo across the North Atlantic ? Charles Lindbergh , right ? Now ...
... person's mind is second . Second is nowhere . What's the largest - selling book ever published ? ( Also the first ... person to fly solo across the North Atlantic ? ( Amelia Earhart was not the second person to fly the North Atlantic ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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