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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... airline like Sabena Bel- gium World Airlines is to position the country , not the airline ... Chapter 16. Positioning an Island : Jamaica 137 " Sand and surf " has become a visual cliché for all Caribbean islands . How do you establish ...
... airline's advertising slogans ? That's right . Eastern Airlines . Like all airlines , Eastern has had its ups and downs . Unfor- tunately , more downs than ups . Among the four largest domes- tic airlines , Eastern consistently ranks ...
... airline's problem is typical of the difficulty people have in separating reality from perception . Many experienced ... Airlines ? How about Ozark Airlines ? And what about Allegheny ? Allegheny , of course , has thrown in the towel and ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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