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 10
... me - too response . ( Usually phrased more diplomatically as " keeping in tune with the times . " ) Why products fail Most products fail to achieve reasonable sales goals because the accent is on " better " rather than " speed . " That ...
... me- too competitors from muscling their way into your territory . A good name is the best insurance for long - term success . People is a brilliant name for the gossip - column magazine . It's a run- away success . The me - too copy ...
... too many me- too products and too many me - too companies vying for the mind of the prospect . Getting noticed is getting tougher . During the course of a single year , the average human mind is exposed to some 200,000 advertising ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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