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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... better to be first . Love might be wonderful the second time around , but nobody cares who the second person to fly solo across the North Atlantic was . Even if that person was a better pilot . There are positioning strategies to deal ...
... better " rather than " speed . " That is , the No. 2 company thinks the road to success is to introduce a me - too product , only better . It's not enough to be better than the competitor . You must introduce your product before someone ...
... better people . Most people think that the bigger , more successful compa- nies have the better people . And the smaller , less successful companies have the leftovers . So if your company occupies the top rung of the product ladder in ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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