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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... corn starch . Result : products called dextrose , corn syrup , and high - fructose corn syrup . With names like " high - fructose corn syrup , " it's no wonder that even in the trade the products were considered imitation or second ...
... Corn Products Company changed its name to CPC International , it found little recognition of the CPC name . The initials CPC are not phonetically shorter than Corn Products . Both are three syllables long , so the CPC initials were ...
... corn oil . What more logical choice for a corn - oil margarine than Mazola ? Mazola corn oil . Mazola corn - oil margarine . And the rest is history . Fleischmann's is the No. 1 brand today . Oddly enough , Fleischmann's margarine , if ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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