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 10
... aspirin Tylenol went out and burst the aspirin bubble . " For the millions who should not take aspirin , " said Tylen- ol's ads . " If your stomach is easily upset ... or you have an ulcer ... or you suffer from asthma , allergies , or ...
... aspirin . Amazing . Repositioning Lenox For a repositioning strategy to work , you must say something about your competitor's product that causes the prospect to change his or her mind , not about your product , but about the ...
... aspirin and every other aspirin brand becomes " imita- tion Bayer . " The Coca - Cola slogan , " The real thing , " capitalizes on the tendency of the prospect to put the first product into the mind on a pedestal and to treat the me ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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