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.
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Much better is to enhance the product category in the prospect's mind. IBM's
advertising usually ignores competition and sells the value of computers. All
computers, not just the company's types. Why isn't it a good idea to run
advertising that ...
Looking into the 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
little kid who doesn't know the score. Research indicates that the best Milk Duds ...
The territory that really counts is in the 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
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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