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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... successes of recent times is the campaign for Michelob . The brand was launched with a campaign that is as poetic as ... success is to look at what your competitors are doing and then subtract the poetry or creativity which has become a ...
... successful because it tried harder . Not at all . Avis was successful because it related itself to Hertz . ( If trying harder were the secret of success , Harold Stas- sen would have been President many times over . ) As an indication ...
... success to match . 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 ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
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