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
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... was the 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 wrong . you look 98 The Free - Ride Trap.
... trap carried to its ultimate conclusion . ) Dial soap , Dial deodorant . Life Savers candy . Life Savers gum . Kleenex tissue . Kleenex towels . Line extension has swept through the advertising and mar- keting community like Sherman ...
... trap , 60 Free - ride trap , 95-100 F.W.M.T.S. trap , 34-35 Generic names , 102-103 Given names , 77–78 Hand lotion , 111–112 House names , 124-125 Human mind ( see Mind ) Inside - out thinking , 101–102 , 199 Jamaica , 143–147 Jewelry ...
Sommario
Introduction | 1 |
Chapter 1 What Positioning Is All About | 5 |
Chapter 2 The Assault on the Mind | 11 |
Copyright | |
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