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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... consumer's mental abil- ity to take it all in . Each day , thousands of advertising messages compete for a share of the prospect's mind . And make no mistake about it , the mind is the battleground . Between 6 inches of gray matter is ...
... Consumer Pro- tection Agency , a name that would also take advantage of a cur- rent hot topic . Leaders can also ... consumer adver- tising . Today roughly 40 percent of its advertising volume is in consumer products . Leadership is not ...
... consumer paper products . But Scott was weak where they thought they were strong . ScotTowels , ScotTissue , Scotties , Scotkins , even BabyScott diapers . All of these names undermine the Scott foundation . The more products hung on ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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