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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... problems of the world would somehow disappear . People seem to believe any problem can be solved if only the parties sit down and talk . Unlikely . Today , communication itself is the problem . We have become the world's first ...
... problem is represented by two com- panies headquartered in Akron , Ohio . What does a company do when its name ( Goodrich ) is simi- lar to the name of a larger company in the same field ( Goodyear ) ? Goodrich has problems . Research ...
... problem . What is it ? For example , what's a Chevrolet ? It's a car that's fallen into the everybody trap . By ... problem . Ford is also a big , small , cheap , expensive car . Ford has another problem . Not only is Ford an automobile ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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