Positioning. The battle for your mind (Economia e discipline aziendali)

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9780071373586: Positioning. The battle for your mind (Economia e discipline aziendali)

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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From the Publisher:

'One of the most important communication books I've ever read. I highly recommend it!' - Spencer Johnson, author of "Who Moved My Cheese?" and co-author of "The One Minute Manager". '...Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of "Positioning"...' - David Bohnett, Chairman and Founder of GeoCities. 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; and, 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; and, 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.

About the Author:

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Ries, Al; Trout, Jack
Editorial: McGraw-Hill Education
ISBN 10: 0071373586 ISBN 13: 9780071373586
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Descripción McGraw-Hill Education. PAPERBACK. Estado de conservación: New. 0071373586 A brand-new, unused copy in perfect condition. Five star seller - Buy with confidence!. Nº de ref. de la librería Z0071373586ZN

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Ries, Al; Trout, Jack
Editorial: McGraw-Hill Education - Europe, United States (2001)
ISBN 10: 0071373586 ISBN 13: 9780071373586
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Descripción McGraw-Hill Education - Europe, United States, 2001. Paperback. Estado de conservación: New. 2nd. 204 x 136 mm. Language: English . Brand New Book. 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; and 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. Nº de ref. de la librería AA39780071373586

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Ries, Al; Trout, Jack
Editorial: McGraw-Hill (2001)
ISBN 10: 0071373586 ISBN 13: 9780071373586
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Descripción McGraw-Hill, 2001. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Chapter 1. What Positioning Is All About. Chapter 2. The Assault on the Mind. Chapter 3. Getting Into the Mind. Chapter 4. Those Little Ladders in Your Head. Chapter 5. You Can't Get There From Here. Chapter 6. Positioning of a Leader. Chapter 7. Positioning of a Follower. Chapter 8. Repositioning the Competition. Chapter 9. The Power of the Name. Chapter 10. The No-Name Trap. Chapter 11. The Free-Ride Trap. Chapter 12. The Line-Extension Trap. Chapter 13. When Line Extension Can Work. Chapter 14. Positioning a Company: Xerox. Chapter 15. Positioning a Country: Belgium. Chapter 16. Positioning an Island: Jamaica. Chapter 17. Positioning a Product: Milk Duds. Chapter 18. Positioning a Service: Mailgram. Chapter 19. Positioning a Long Island Bank. Chapter 20. Positioning a New Jersey Bank. Chapter 21. Positioning a Ski Resort: Stowe. Chapter 22. Positioning the Catholic Church. Chapter 23. Positioning Yourself and Your Career. Chapter 24. Positioning Your Business. Chapter 25. Playing the Positioning Game. Nº de ref. de la librería ABE_book_new_0071373586

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Ries, Al; Trout, Jack
Editorial: McGraw-Hill Education - Europe, United States (2001)
ISBN 10: 0071373586 ISBN 13: 9780071373586
Nuevos Paperback Cantidad: 10
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The Book Depository US
(London, Reino Unido)
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Descripción McGraw-Hill Education - Europe, United States, 2001. Paperback. Estado de conservación: New. 2nd. 204 x 136 mm. Language: English . Brand New Book. 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; and 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. Nº de ref. de la librería AA39780071373586

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Ries, Al; Trout, Jack
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Descripción Paperback. Estado de conservación: New. Softcover Book, Condition: New. 1st Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. , Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Nº de ref. de la librería 388423

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Descripción McGraw-Hill Professional 2001-01-01|NU-BER-00009962, 2001. Paperback. Estado de conservación: New. 9780071373586. Nº de ref. de la librería NU-BER-00009962

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Descripción 2000. Paperback. Estado de conservación: New. 2nd. 139mm x 14mm x 204mm. Paperback. 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 overcommunic.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 213 pages. 0.308. Nº de ref. de la librería 9780071373586

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Descripción McGraw-Hill Education. PAPERBACK. Estado de conservación: New. 0071373586 Brand New Book. Ships from the United States. 30 Day Satisfaction Guarantee!. Nº de ref. de la librería 4721695

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