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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... copier . Xerox owns the copier position because it got into the mind first and then exploited that copier position by a massive marketing program . But in computers , office duplicators , word processors , and other products , Xerox ...
... copier position ? A company that gets most of its volume from copiers ? Xerox is more than a name . It's a position . Like Kleenex , Hertz , and Cadillac , Xerox represents a position of enormous long - term value . It's bad enough when ...
... copier / computer gap . Instead of being an obstacle , the copier / computer gap in the long run could turn out to be Xerox's strongest ally . " Third - leg " opportunities If AT & T's telephone leg has become the communication leg and ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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