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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... average consumer with less than a half cent of advertising , spread out over 365 days - a consumer already exposed ... average person will sit still when being told something which he or she knows nothing about . ( Which is why " news ...
... average person can digest all this information . The Sunday edition of a large met- ropolitan newspaper like The New York Times weighs about 4/2 pounds and contains some 500,000 words . To read it all , at an average reading speed of ...
... average American consumer is already exposed to twice as much advertising per year as the average Canadian . Four times as much as the average English person . And five times as much as the average French person . While no one doubts ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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