Positioning Battle For Your Mind The Battle for Your Mind

Auteur: Al Ries
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Afbeeldingen

Uitgever: McGraw-Hill

Co-auteur: Jack Trout
  • Engels
  • Paperback
  • 9780071373586
  • 16 januari 2001
  • 213 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

Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book 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.

"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.

Productspecificaties

Inhoud

Taal
en
Bindwijze
Paperback
Oorspronkelijke releasedatum
16 januari 2001
Aantal pagina's
213
Illustraties
Nee

Betrokkenen

Hoofdauteur
Al Ries
Tweede Auteur
Jack Trout
Co Auteur
Jack Trout
Hoofduitgeverij
McGraw-Hill

Overige kenmerken

Editie
ed
Extra groot lettertype
Nee
Gewicht
236 g
Product breedte
135 mm
Product hoogte
19 mm
Product lengte
203 mm
Studieboek
Ja
Verpakking breedte
137 mm
Verpakking hoogte
15 mm
Verpakking lengte
203 mm

EAN

EAN
9780071373586

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Engels
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Studieboek of algemeen
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