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
Risultati 1-3 di 6
... Bayer " invented " aspirin and marketed the leading brand of analgesic for many years . The people at Bayer couldn't fail to notice the progress made by the " anti - aspirin " approach used by Tylenol . So Bayer introduced an ...
... Bayer . Not aspirin man- ufactured by a company called Bayer . ( The company name , of course , is Sterling Drug , not Bayer . So Bayer nonaspirin could just as logically have been called Sterling nonaspirin . ) The great strength of a ...
... Bayer aspirin , and Dial soap . Line extensions like Kleenex towels , Bayer non - aspirin , and Dial antiperspirants have not destroyed the brands ' original positions . Yet . But give them enough time to hang themselves . How about ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
24 sezioni non visualizzate