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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... candy bar . .149 Chapter 18. Positioning a Service : Mailgram Why a totally new service has to be positioned against the old . . . . Chapter 19. Positioning a Long Island Bank .153 How a bank successfully struck back when its territory ...
... candy urge immediately conjures up the concept of candy bars . Candy bars ... bar brands . Repositioning the competition Since Milk Duds was getting only ... candy bar category . In other words , find a way to make the millions of dollars ...
... candy bar , a box of Milk Duds will last a long time . ( If you try to stuff a whole box in your mouth , it will cement your jaws shut . ) Which is exactly why the product has been so popular in movie theaters . So what is Milk Duds ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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