Positioning: the Battle for Your Mind - Softcover

Buch 17 von 81: MARKETING/SALES/ADV & PROMO

Ries, Al

 
9780446347945: Positioning: the Battle for Your Mind
Softcover
ISBN 10: 0446347949 ISBN 13: 9780446347945
Verlag: Warner Books, 1987

Inhaltsangabe

Book by Al Ries Jack Trout

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Reseña del editor

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 overcommunicated society. With this approach, a company creates a position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

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Verlag
Warner Books
Erscheinungsdatum
1987
Sprache
Englisch
ISBN 10 
0446347949
ISBN 13 
9780446347945
Einband
Tapa blanda
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