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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... competitors . Esquire was a great name for a magazine for the young - man- about - town . When young - men - about - town used to sign their names John J. Smith , Esq . But Esquire lost its leadership to Play- boy . Everybody knows what ...
... competitors like CPT and NBI to use initials in their names . The success of AT & T encouraged MCI to also market their long distance service with an initial name . And look at the contrasting name strategies of two different airlines ...
... competitor zeroes in on a single product . The Dole line of canned pineapple . Dole vs. Del Monte in pineapple is no ... competitors . If you don't expect to build a position in the prospect's mind . If you don't do any advertising . The ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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