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Positioning: The Battle for Your Mind

Af: Al Ries, Jack Trout Engelsk Paperback

Positioning: The Battle for Your Mind

Af: Al Ries, Jack Trout Engelsk Paperback
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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:

  • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
  • Position a follower so that it can occupy a niche not claimed by the leader
  • Avoid letting a second product ride on the coattails of an established one.

Positioning also shows you how to:

  • Use leading ad agency techniques to capture the biggest market share and become a household name
  • Build your strategy around your competition''s weaknesses
  • Reposition a strong competitor and create a weak spot
  • Use your present position to its best advantage
  • Choose the best name for your product
  • Determine when-and why-less is more
  • Analyze recent trends that affect your positioning.

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.

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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:

  • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
  • Position a follower so that it can occupy a niche not claimed by the leader
  • Avoid letting a second product ride on the coattails of an established one.

Positioning also shows you how to:

  • Use leading ad agency techniques to capture the biggest market share and become a household name
  • Build your strategy around your competition''s weaknesses
  • Reposition a strong competitor and create a weak spot
  • Use your present position to its best advantage
  • Choose the best name for your product
  • Determine when-and why-less is more
  • Analyze recent trends that affect your positioning.

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.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 224
ISBN-13: 9780071373586
Indbinding: Paperback
Udgave:
ISBN-10: 0071373586
Kategori: Reklame
Udg. Dato: 16 jan 2001
Længde: 13mm
Bredde: 134mm
Højde: 203mm
Forlag: McGraw-Hill Education - Europe
Oplagsdato: 16 jan 2001
Forfatter(e): Al Ries, Jack Trout
Forfatter(e) Al Ries, Jack Trout

Kategori Reklame

ISBN-13 9780071373586

Sprog Engelsk

Indbinding Paperback

Sider 224

Udgave

Længde 13mm

Bredde 134mm

Højde 203mm

Udg. Dato 16 jan 2001

Oplagsdato 16 jan 2001

Forlag McGraw-Hill Education - Europe

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