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 65
... mind The first step in any positioning program is to look inside the mind of the prospect . And who is the prospect for Milk Duds ? It's not some ... prospect's mind when the subject of candy. 149 Chapter 17. Positioning a Product: Milk Duds.
Al Ries, Jack Trout. prospect's mind , you have to relate to what's already there . You can't walk away from your existing position in the prospect's mind . And what's up of course . there in the prospect's mind ? The Telegram , Anytime ...
... mind of the banking prospect . And a little research turned up a lot of bad news . Mapping the prospect's mind By now you can appreciate the importance of knowing what's in the prospect's mind . Not only about your product or service ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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