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 18
... industry . Pointing out that his company had already invested " far more to develop a strong position in the computer industry than we have ever put into any previous business venture , " including color TV , Mr. Sar- noff said that the ...
... industry . Invariably , every industry has a strong leader ( IBM in computers , Xerox in cop- iers , and General Motors in automobiles ) and a host of also- rans . If one can understand the role of positioning in the com- puter industry ...
... Industries , CF Industries , CPC International , EG & G , FMC , GAF , IC Industries , ITT , LTV , MEI , NCR , NL Industries , NVF , PPG Industries , SCM , TRW , and VF . These are not two - bit companies . All are currently on For ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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