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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... creneau . " Look for the hole . " Cherchez le creneau and then fill it . That advice goes against the " bigger and better " philosophy ingrained into the American spirit . Another typically American attitude makes positioning thinking ...
... creneau in the prospect's mind . Not that there weren't other small cars on the market at the time the Beetle was introduced . There were , but no one else had preempted the small - car position . Integrated circuits and other ...
... creneau Instead of high price , the opposite direction can also be a prof- itable tack to take . In evaluating price as a possible creneau , keep in mind that the low - price creneau is often a good choice for new products like ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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