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
Risultati 1-3 di 84
... What's called luck is usually an outgrowth of successful com- munication . Saying the right things to the right ... What's the name of the first person to fly solo across the North Atlantic ? Charles Lindbergh , right ? Now , what's the ...
... What's the name of the second ? What's the name of the highest mountain in the world ? Mount Everest in the Himalayas , right ? What's the name of the second highest mountain in the world ? What's the name of the first person you ever ...
... What is it ? For example , what's a 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 ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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