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 14
... tion of America . So the company could use the initials to trigger the " Radio Corporation of America " words buried deep inside the mind . But now that RCA is legally RCA , what will happen next ? Nothing . At least in the next decade ...
... tion . By using the name Maxim , a spinoff of the Maxwell House name , the company instantly became vulnerable . ( Maxim , Max- well , get it ? Most people didn't . ) Maxim is a meaningless word that doesn't connote a benefit . The ...
... tion . We have 18 branches in Nassau ( County , that is ) and 16 in Queens and Suffolk . And we've been here a long time , over a half century . We're involved financially to the extent that 95 percent of our loans and services go to ...
Sommario
Introduction | 1 |
What positioning is all about | 5 |
The assault on the mind | 11 |
Copyright | |
24 sezioni non visualizzate