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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... Ford ? To which we reply , " What's a Ford ? " Same problem . Ford is also a big , small , cheap , expensive car . Ford has another problem . Not only is Ford an automobile brand . Ford is also a company . A Ford Ford might be all right ...
... Ford . Everyone knows that Ford is an automobile company . But what kind of car is a Ford ? Ford can't build a corporate position on a specific kind 128 Positioning a Company : Xerox.
... Ford . Result : the " Ford has a better idea " campaign . Not bad , but many corporate programs settle on a mundane and hackneyed approach . Of which the most mundane and hackneyed , perhaps , is one based on people . " Our people are ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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