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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... What's called luck is usually an outgrowth of successful com- munication . Saying the right things to the right ... name of the first person to fly solo across the North Atlantic ? Charles Lindbergh , right ? Now , what's the name of the ...
Jack Trout, Al Ries. What's the name of the first person to walk on the moon ? Neil Armstrong , of course . What's the name of the second ? What's the name of the highest mountain in the world ? Mount Everest in the Himalayas , right ?
... name to a new product requir- ing similar attributes . " Then he explains the attributes of Life Savers candy ... What's the name of the candy with the hole ? " Most people would say " Life Savers . " So what happened to Life Savers gum ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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