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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Jack Trout, Al Ries. 12 The line - extension trap When the marketing history of the past decade is written , the single most significant trend will have to be line extension . That is , taking the name of an established product and using ...
... line extension is the shopping list . Just list the brands you want to buy on a piece of paper and send your spouse to the supermarket : Kleenex , Bayer , and Dial . That's easy enough . Most husbands or wives ... Line Extension Can Work.
... line of canned fruits and vegetables . But notice what hap- pens when a competitor zeroes in on a single product . The Dole line of canned pineapple . Dole vs. Del Monte in pineapple is no contest . Dole wins ... Line Extension Can Work.
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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