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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... Trust . Prospects rated them last on all four attributes . Many branches Chemical ... National Bank of North America European American Chase Manhattan Citibank ..... Long ... Long Island Bank 161.
Jack Trout, Al Ries. Developing the strategy What approach should Long Island Trust take ? Conventional wisdom says you accept your strengths and work on improving your weaknesses . In other words , run ads telling the prospects about ...
... Long Island Trust .. 7.1 National Bank of North America 7.1 European American 7.0 In " quality of service " Long Island Trust also moved from sixth to fourth place . Large capital Long Island Trust .. 7.0 Chemical .... 6.7 Citibank 6.7 ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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