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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... York . All of these names have been changed for sound marketing reasons . The traditional " foot - in - the - past " approach could have produced USR Corporation , EY & T Company , and SM Inc. Three marketing monstrosities . Instead ...
... York Times , Life Savers ' executive vice president explained the strategy : " I am convinced that one way to improve the odds is by transferring an existing strong name to a new product requir- ing similar attributes . " Then he ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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