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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... example . The average supermarket in the United States has some 12,000 individual products or brands on display . For the consumer , there's no relief in sight . In fact , the product explosion could get worse . In Europe they are ...
... example is what happened to RCA in the com- puter business . The handwriting on the wall In 1969 we wrote an article for Industrial Marketing magazine using RCA as one of the prime examples . Entitled " Positioning Is a Game People Play ...
... example of a successful product aimed at older folks . Aim toothpaste is a good example of a product aimed at children . Aim has carved out 10 percent of the toothpaste mar- ket . A tremendous accomplishment in a market dominated by two ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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