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
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... television broadcasting from satellites . Every home would have 100 channels or so to choose from . North American Philips has just introduced a 3 % 1⁄2 - inch com- pact disc that holds 600 megabytes of data , more than enough to store ...
... television . A medium barely 35 years old . A powerful and pervasive medium , television didn't replace radio or news- papers or magazines . Each of the three older media is bigger and stronger than it ever was . Television is an ...
... television in 10 years , which shows the power of advertising to register a simple message . What do you know about Ted Kennedy ? Probably a lot more than you know about George Bush . And probably enough to keep him from being the next ...
... television . Commercial , cable , and pay . There's radio . AM and FM . There's outdoor . Posters and billboards . There are newspapers . Morning , evening , daily , weekly , and Sunday . There are magazines . Mass magazines , class ...
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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 |