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 48
... things should be . It just happens to be the way things are . To be successful in this overcommunicated society of ours , 68 Repositioning the Competition.
... things tend to get worse . When the name is good , things tend to get better . Continental confusion Do you know the difference between a $ 4.6 billion company called The Continental Group , Inc. , and a $ 4 billion company called The ...
... things in balance : ( 1 ) A unique position with ( 2 ) an appeal that's not too narrow . You must be willing to sacrifice The essence of positioning is sacrifice . You must be willing to give up something in order to establish that ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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