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 15
... initials , both equal in phonetic length , people will invariably use the word , not the initials . Phonetic length can sometimes fool you . The initials WU look a lot shorter than the name Western Union . But phoneti- cally they are ...
... initials " GE " trig- gers the words " General Electric " inside the brain . Invariably , people must know the name first before they will respond to initials . The Federal Bureau of Investigation and the Internal Revenue Service are ...
... initials CPC are not phonetically shorter than Corn Products . Both are three syllables long , so the CPC initials were seldom used until the name change was made . Ask people in the business if they are familiar with CPC International ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
24 sezioni non visualizzate