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 30
... called L.A. , but New York is seldom called N.Y. ? " I worked for GE for a couple of years and then went to Western Union . " Why is General Electric often called GE , but Western Union is seldom called WU ? General Motors is often GM ...
... called Coca - Cola . The tablets in a bottle of aspirin are Bayer . Not aspirin man- ufactured by a company called Bayer . ( The company name , of course , is Sterling Drug , not Bayer . So Bayer nonaspirin could just as logically have ...
... called " creativity , " a commodity much sought after by the neophyte advertiser . The popular view is that the agency " creates . " And that the best agencies are filled with a substance called “ creativity " which they liberally apply ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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