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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... There is television . Commercial , cable , and pay . There's radio . AM and FM . There's outdoor . Posters and billboards . There are newspapers . Morning , evening , daily , weekly , and Sunday . There are magazines . Mass magazines ...
... there's some question about the consumer's mental abil- ity to take it all in . Each day , thousands of advertising messages compete for a share of the prospect's mind . And make no mistake about it , the mind is the battleground ...
Jack Trout, Al Ries. 5 You can't get there from here There's an old story about a traveler who asked a farmer for directions to a nearby town . The farmer replied , " Well , you go down the road for a mile , turn left at the fork . No ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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