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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... Chevrolet ? About Chevrolet engines , transmissions , tires ? About the seats , upholstery , steering ? Be honest . How many Chevrolet models are you familiar with ? And do you know the differences between them ? Confus- ing , isn't it ...
... Chevrolet were locked in a head - to - head battle . Then Chevrolet took the lead in 1931 . In the model years since , including dislocations caused by depression and wars , Chevrolet has lost the lead only four times to Ford . The time ...
... Chevrolet ? It's a car that's fallen into the everybody trap . By trying to appeal to everybody , a product winds up appealing to nobody . What's a Chevrolet ? We'll tell you what a Chevrolet is . It's a big , small , cheap , expensive ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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