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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The spectacular success of the 914 was followed by one failure after another.
Most notably in computers. Power from the product "Only when our office copying
success has been repeated, not once, but several times,” said the Xerox
You'd think that the more delicate and feminine the brand, the more successful it
would be. So what's the largest-selling brand of perfume in the world? No, it's not
Arpege or Chanel No. 5. It's Revlon's Charlie. The first brand to try a masculine ...
These two words were enough to torpedo Listerine's highly successful “the taste
you hate, twice a day" theme. The Scope attack carved a few share points out of
market leader Listen'ne and firmly established Scope in second place.
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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