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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... Finding what the NASA people in Houston call a window in space . Positioning is an organized system for finding a window in the mind . It is based on the concept that communication can only take place at the right time and under the ...
... finding and communicating the essence of their products with words like " Whiter than white " or " Fighting cavities is what Crest is all about . " The Church had to answer this unanswered question in sim- Positioning the Catholic Church ...
... finding your fortune on the outside , is illustrated by the story of a man who was a failure most of his life . His name was Ray Kroc , and he was a lot older than most people and a failure to boot when he met two 190 Positioning ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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