Positioning: The Battle for Your Mind

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9780071373586: Positioning: The Battle for Your Mind

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

From the Back Cover:

"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
  • 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.

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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Al Ries, Jack Trout
Editorial: McGraw-Hill (2000)
ISBN 10: 0071373586 ISBN 13: 9780071373586
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Al Ries
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Al Ries, Jack Trout
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Descripción McGraw-Hill Education - Europe, United States, 2001. Paperback. Estado de conservación: New. 2nd ed.. 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 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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Al Ries, Jack Trout
Editorial: McGraw-Hill Education - Europe, United States (2001)
ISBN 10: 0071373586 ISBN 13: 9780071373586
Nuevos Paperback Cantidad: 9
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The Book Depository
(London, Reino Unido)
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Descripción McGraw-Hill Education - Europe, United States, 2001. Paperback. Estado de conservación: New. 2nd ed.. 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 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
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Descripción Mcgraw Hill Publishers. Estado de conservación: New. Brand New. Nº de ref. de la librería 0071373586

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Ries, Al
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Descripción 2001. PAP. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería KB-9780071373586

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Ries, Al
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Descripción 2001. PAP. Estado de conservación: New. New Book.Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería IB-9780071373586

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Descripción McGraw-Hill Education. PAPERBACK. Estado de conservación: New. 0071373586 New ,International edition , softcover ,Same text as US edition , ISBN /Cover may be different , Ready to ship, 5-8 business days worldwide delivery. Nº de ref. de la librería INFFGK654

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Descripción McGraw-Hill Companies 1/3/2001, 2001. Paperback or Softback. Estado de conservación: New. Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace. Book. Nº de ref. de la librería BBS-9780071373586

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