Positioning: The Battle for Your MindMcGraw Hill Professional, 3 gen 2001 - 213 pagine 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: • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there Positioning also shows you how to: • Use leading ad agency techniques to capture the biggest market share and become a household name 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 1-5 di 12
... There are just too many companies , too many products , too much marketing noise . The per - capita consumption of advertising in America is $ 376 per year . Chapter 3. Getting Into the Mind .11 The easy way to get into a person's mind ...
... there in the mind , to retie the connections that already exist . Today's marketplace is no longer responsive to the strate- gies that worked in the past . There are just too many products , too many companies , and too much marketing ...
... there , the only hope to score big is to be selective , to concentrate on narrow targets , to practice segmentation . In a word , “ positioning . " The mind , as a defense against the volume of today's com- munications , screens and ...
... there . Yet we continue to pour more information into that supersaturated sponge and are disappointed when our mes- sages fail to get through . Advertising , of course , is only the tip of the communication iceberg . We communicate with ...
... There's some question whether the average person can digest all this information . The Sunday edition of a large met- ropolitan newspaper like The New York Times weighs about 4 % pounds and contains some 500,000 words . To read it all ...
Sommario
1 | |
5 | |
11 | |
Chapter 3 Getting Into the Mind | 19 |
Chapter 4 Those Little Ladders in Your Head | 29 |
Chapter 5 You Cant Get There from Here | 37 |
Chapter 6 Positioning of a Leader | 43 |
Chapter 7 Positioning of a Follower | 53 |
Xerox | 127 |
Belgium | 137 |
Jamaica | 143 |
Milk Duds | 149 |
Mailgram | 153 |
Chapter 19 Positioning a Long Island Bank | 159 |
Chapter 20 Positioning a New Jersey Bank | 167 |
Stowe | 173 |
Chapter 8 Repositioning the Competition | 61 |
Chapter 9 The Power of the Name | 71 |
Chapter 10 The NoName Trap | 85 |
Chapter 11 The FreeRide Trap | 95 |
Chapter 12 The LineExtension Trap | 101 |
Chapter 13 When Line Extension Can Work | 115 |
Chapter 22 Positioning the Catholic Church | 177 |
Chapter 23 Positioning Yourself and Your Career | 183 |
Chapter 24 Positioning Your Business | 193 |
Chapter 25 Playing the Positioning Game | 201 |
Index | 211 |