Positioning: The Battle for Your Mind

Al Ries; Jack Trout

ISBN 10: 0071373586 / ISBN 13: 9780071373586

Verlag: McGraw Hill, 2000

Beschreibung

A well-loved companion. Corners and cover might show a little wear, and you could find some notes or highlights. The dust jacket might be MIA, it might have been a library book and extras aren't guaranteedâ but the story's all there!

Bestandsnummer des Verkäufers PKV.0071373586.G

Bibliografische Details

• Titel: Positioning: The Battle for Your Mind
• Verlag: McGraw Hill
• Erscheinungsjahr: 2000
• Sprache: Englisch
• ISBN-10: 0071373586
• ISBN-13: 9780071373586
• Einband: Softcover
• Zustand: good

Über diesen Titel

Inhaltsangabe

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.

Über die Autorinnen und Autoren

Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants.

Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.