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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... outsells the number two brand by a wide margin . Hertz outsells Avis , Gen- eral Motors outsells Ford , Goodyear outsells Firestone , McDonald's outsells Burger King , General Electric outsells Westinghouse . Many marketing experts ...
... outsells Maxim 2 to 1 . The fickle - fingers affair Another missed opportunity is known in hand lotion circles as " the fickle - fingers affair . " The story starts with Jergens , the No. 1 brand with the dominant share of market ...
... outsells BMW and is breathing down the neck of Mercedes - Benz . ) To be successful today at positioning , you must have a large degree of mental flexibility . You must be able to select and use words with as much disdain for the ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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