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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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 |