Positioning: The Battle for Your Mind (Cărțile Antreprenoria)De (autor) Al Ries, Jack Trout
en Limba Engleză Carte Paperback – 16 Jan 2001
..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.
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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.
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"...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
"One of the most important communication books I've ever read. I recommend it highly!"
Spencer Johnson, MD, co-author of The One Minute Manager
It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.
The 20th Anniversary Edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business. Ries and Trout look back over two decades of campaigns, offering penetrating analyses of some of the most phenomenal successes and unbelievable failures in advertising history.
The first book to deal with the problems of communicating to a skeptical, over-communicated public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.
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.