Positioning: The Battle for Your MindMcGraw-Hill Education, 3 gen 2001 - 224 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:
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. |
Dall'interno del libro
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... field try to do . Act like IBM . A company has no hope to make progress head - on against the position that IBM has established . And history , so far , has proved this to be true . The small companies in the field probably recognize ...
... fields . Enter the conglomerate . The company that specializes in nothing . By development or acquisition , the conglomerate is prepared to enter any field in which it thinks it can make a buck . Take General Electric . GE makes ...
... field . The bubble gum field . No , it wasn't Life Savers bubble gum . It's Bubble Yum . The first brand of soft bubble gum . ( The advantage of being first plus the advantage of not using a line- extension name . ) Bubble Yum is a ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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