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 78
... Advertising Age . Since then , we have given more than 1000 speeches on posi- tioning to advertising groups in 21 different countries around the world . And we have given away more than 150,000 copies of our " little orange booklet ...
... advertising , you are bom- barding the average consumer with less than a half cent of advertising , spread out over 365 days - a consumer already exposed to $ 376.61 % worth of other advertising . In our overcommunicated society , to ...
... Advertising learns the lesson The advertising industry is learning the Lindbergh lesson the hard way . With the magic of money and enough bright people , some companies feel that any marketing program should succeed . The wreckage is ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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