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 13
... person's mind is to be first . If you can't be first , then you must find a way to position yourself against the product , the politician , the person who did get there first ..... 19 Chapter 4. Those Little Ladders in Your Head To cope ...
... person . Perhaps yourself . But positioning is not what you do to a product . Positioning is what you do to the mind of the prospect . That is , you position the product in the mind of the prospect . So it's incorrect to call the ...
... person will sit still when being told something which he or she knows nothing about . ( Which is why “ news ” is an effective advertising approach . ) But the average person can- not tolerate being told he or she is wrong . Mind ...
... person in the next 5 years . Since so little material about your candidate is ever going to get into the mind of the voter , your job is really not a " com- munication " project in the ordinary meaning of the word . It's a selection ...
... person consumes 94 pounds of newsprint a year . 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 ...
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 |