Positioning

The Battle for Your Mind

  • 1e druk
  • 9780071373586
  • januari 2001
  • 224 pagina's
Alle productspecificaties

Al Ries

Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is crediting with coining the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.

(Bron: Wikipedia. Beschikbaar onder de licentie Creative Commons Naamsvermelding/Gelijk delen.)

Samenvatting

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.

Productspecificaties

Inhoud

Verschijningsdatum
januari 2001
Druk
1e druk
Afmetingen
20,3 x 13,5 x 1,9 cm
Aantal pagina's
224 pagina's
Illustraties
Nee

Betrokkenen

Auteur
Al Ries Jack Trout
Co-auteur
Jack Trout
Uitgever
Mcgraw-Hill Education - Europe

EAN

EAN
9780071373586

Overige kenmerken

Bindwijze
Paperback
Editie
ed
Extra groot lettertype
Nee
Subtitel
The Battle for Your Mind
Taal
uk

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