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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... happens to be the fate of many people , politicians , and products today . They happen to be in a position where " they can't get there from here . " Avis is not going to be No. 1. Wishing won't make it so . And neither will massive ...
... happen to be an officer or director of that corporation . It's not easy , though . The name problem again First of all , the name . Especially the name . Would you believe that Pullman doesn't happen to be much of a factor in the rail ...
... happen in a person's career hap- pen because a business friend recommended that person . The more business friends you make outside of your own organization , the more likely you are to wind up in a big , rewarding job . It's not enough ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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