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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... better and more widely known name. And not only better known, but Xerox had
a marketing mystique. A corporate Cinderella, Xerox could do no wrong. The
teeter-totter principle When you look into the prospect's mind, 98 The Free-Ride
trap. 12. L. When the marketing history of the past decade is written, the single
most significant trend will have to be line extension. That is, taking the name of an
established product and using it on a new one. (The free-ride trap carried to its ...
... 47-49, 99, 131-134 Corporate names (see Names, corporate) Creneaus, 54-61
Detergents, 49-50, 97 Distribution as positioning strategy, 58 Diversification, 130-
13 1 Ethics, 67-69 Everybody trap, 60 Free-ride trap, 95-100 F.W.M.T.S. trap, ...
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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