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
Risultati 1-3 di 37
... problem is represented by two com- panies headquartered in Akron , Ohio . What does a company do when its name ( Goodrich ) is simi- lar to the name of a larger company in the same field ( Goodyear ) ? Goodrich has problems . Research ...
... problem . What is it ? For example , what's a Chevrolet ? It's a car that's fallen into the everybody trap . By ... problem . Ford is also a big , small , cheap , expensive car . Ford has another problem . Not only is Ford an automobile ...
... problem of positioning the bank by studying the bank . You find it by studying the compe- tition , as Tylenol did by studying the problems of aspirin . At one end of the scale , United Jersey competes in the mar- keting jungle known as ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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