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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... leaders . But most companies don't want to be an also - ran , successful or not . They want to be a leader like Hertz or Coke . So how do you get to be the leader ? Actually it's quite sim- ple . Remember Charles Lindbergh and Neil ...
Jack Trout, Al Ries. The failures of leaders Yet when the shoe is on the other foot , when a marketing leader isn't first in a new category , the new product is usually an also- ran . Coca - Cola is a gigantic company compared with Dr ...
... leader . The essential ingredient in securing the leadership position is getting into the mind first . The essential ingredient in keeping that position is reinforcing the original concept . Coca - Cola is the standard by which all ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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