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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So the company could use the initials to trigger the “Radio Corporation of
America” words buried deep inside the mind. But now that RCA is legally RCA,
what will happen next? Nothing. At least in the next decade or so. The words are
Some people have trouble playing the positioning game because they are hung
up on words. They assume, incorrectly, that words have meanings. They let Mr.
Webster rule their life. You must understand the role of words As general ...
You must be able to select and use words with as much disdain for the history
book as for the dictionary. Not that conventional, accepted meanings are not
important. Quite the contrary. You must select the words which trigger the
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Chapter 1 What Positioning Is All About
Chapter 2 The Assault on the Mind
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