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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... first person you ever made love with ? What's the name of the second ? The first person , the first mountain , the first company to occupy the position in the mind is going to be awfully hard to dislodge . Kodak in photography , Kleenex ...
... first being better than best . And so does business . If you want to be successful in love or in business , you must appreciate the importance of getting into the mind first . You build brand loyalty in a supermarket the same way you ...
... first person , the first product , the first politician to get into the mind of the prospect . In advertising , the first product to establish the position has an enormous advantage . Xerox , Polaroid , Bubble Yum , to name a few more ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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