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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... Xerox means copier , not computer . ( If you asked your sec- retary to get you a Xerox copy , you'd be upset if you got a reel of mag tape . ) Even Xerox knew this . " This Xerox machine can't make a copy , " said the headline of one of ...
... Xerox would look into the minds of its prospects , it would quickly see that moving into office information systems ... Xerox didn't make the charts . What can Xerox do ? Our message to Xerox is to stop fight- ing copiers . You can't ...
... Xerox . Take Xerox vs. AT & T . ( 1 ) Nobody , including Xerox , has done very well with facsimile equipment , a leg owned by AT & T . ( 2 ) Voice mail and facsimile will take off as soon as AT & T gets behind them . Take AT & T vs. IBM ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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