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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... Motors spent more than $ 178 million to promote Chevrolet in the United States . That's $ 487,000 a day , $ 20,000 an hour . What do you know about Chevrolet ? About Chevrolet engines , transmissions , tires ? About the seats ...
... Motors spent $ 50 million to cover the Wankel engine when it was offered to the automotive industry . Money down the drain ? Not necessarily . General Motors probably looks on the $ 50 million spent to buy a Wankel license as cheap ...
... Motors is often GM , American Motors is often AM , but Ford Motor is almost never FM . Phonetic shorthand The principle at work here is phonetic shorthand . Ra - di - o Cor - po - ra - tion of A - mer - i - ca is 12 syllables long . No ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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