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 15
... television . A medium barely 35 years old . A powerful and pervasive medium , television didn't replace radio or news- papers or magazines . Each of the three older media is bigger and stronger than it ever was . Television is an ...
... television . In 1964 the National Broadcasting Company dropped its ban on comparative advertising . But nothing much happened . Commercials are expensive to produce , a few advertisers wanted to produce two versions . One to run on NBC ...
... television commercials , there wasn't one reference to the long - lasting idea . Let's take a mental walk through a 30 - second television commercial to see how the long - lasting idea was sugarcoated for the benefit of the 10 - year ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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