Positioning: The Battle for Your Mind

Autor: Jack Trout, Al Ries

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Legare: Carte broșată

Editura: McGraw-Hill

Disponibilitate: În depozitul extern

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Positioning, a concept developed by the authors, has changed the way people advertise. The reason? I...

Informații despre carte

Autor

Jack Trout, Al Ries

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2001

Pagini

224

EAN

9780071373586

ISBN

0071373586

Enbook ID

04010342

Editura

McGraw-Hill

Greutate

218

Dimensiuni

134 x 203 x 13

Descriere completă

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors.

Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one.

Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

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Positioning: The Battle for Your Mind

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