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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... repositioning strategy did the job . Against an institution like aspirin . Amazing . Repositioning Lenox For a repositioning strategy to work , you must say something about your competitor's product that causes the prospect to change ...
... Repositioning vs. comparative ads The success of the Tylenol , Scope , Royal Doulton , and other repositioning programs has spawned a host of similar advertis- ing . Too often , however , these copycat campaigns have missed the essence ...
... repositioning has been " legal " for at least a decade . Is repositioning ethical ? In the past advertising was prepared in isolation . That is , you studied the product and its features , and then you prepared advertising which ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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