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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... beer advertising , for example . In the past a beer copy- writer looked closely at the product to find a copy platform . And he or she found product features like " real - draft " Piels and " cold - brewed " Ballantine . And even ...
... beer ? No , of course not . But Michelob was the first to build the position in the beer - drinker's mind . What Miller discovered Notice how the poetry in the old Schlitz beer slogan hides the positioning . " Real gusto in a great ...
... beer that's the most popular in Germany . " This is how Beck's beer effectively positioned itself against Lowenbrau . Advertising like this made Beck's beer popular in America too . Sales kept going up year after year . Lowenbrau , on ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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