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.
Risultati 1-3 di 32
“Failure to communicate" is the single, most common, most universal reason
people give for their problems. Business problems, government problems, labor
problems, marriage problems. If only people took the time to communicate their ...
The airline's problem is typical of the difficulty people have in separating reality
from perception. Many experienced marketing people look at the Eastern
situation and say, “It's not the name that gets 'Eastem into trouble. It's the poor
service, the ...
For automobiles as well as other products, you can ask yourself that age-old
question and you'll know if you have a positioning problem. What is it? For
example, What's a Chevrolet? It's a car that's fallen into the everybody trap. By
trying to ...
Cosa dicono le persone - Scrivi una recensione
Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
24 sezioni non visualizzate