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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... communication itself is the problem . We have become the world's first overcommunicated society . Each year , we send more and receive less . A new approach to communication This book has been written about a new approach to commu ...
... communication iceberg . We communicate with each other in a wide variety of bewildering ways . And in a geometrically increasing volume . The medium may not be the message , but it does seriously affect the message . Instead of a ...
... communication . From divinity to clergy to congregation . The problems arise not with a perfect divinity or an imper- fect congregation but with the clergy . How the clergy applies communication theory to the prac- tice of religion will ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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