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
Risultati 1-3 di 31
... establish a unique position for one of them ? ... Chapter 17. Positioning a Product : Milk Duds 143 How a product with a small budget can get into the mind by posi- tioning itself as the long - lasting alternative to the candy bar ...
... establishing a strong beachhead . " Take General Electric , a company that is a big user of com- puters . Time ... establish the precious posture of product leadership . With it , everything is possible . Without it , the going is ...
... establish the high - price position ( 2 ) with a valid product story ( 3 ) in a category where consumers are receptive to a high - priced brand is the secret of success . Otherwise , your high price just drives prospective customers ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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