Positioning : the battle for your mind /

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"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...

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Détails bibliographiques
Cote:Libro Electrónico
Auteurs principaux: Ries, Al (Auteur), Trout, Jack (Auteur)
Format: Électronique eBook
Langue:Inglés
Publié: New York ; London : McGraw-Hill, [2001]
Sujets:
Positioning (Advertising)
Positionnement (Publicité)
BUSINESS & ECONOMICS > Training.
Marketing.
Reclame.
Accès en ligne:Texto completo (Requiere registro previo con correo institucional)
Table des matières:
  • What Positioning Is All About
  • The Assault on the Mind
  • Getting Into the Mind
  • Those Little Ladders in Your Head
  • You Can't Get There from Here
  • Positioning of a Leader
  • Positioning of a Follower
  • Repositioning the Competition
  • The Power of the Name
  • The No-Name Trap
  • The Free-Ride Trap
  • The Line-Extension Trap
  • When Line Extension Can Work
  • Positioning a Company: Xerox
  • Positioning a Country: Belgium
  • Positioning an Island: Jamaica
  • Positioning a Product: Milk Duds
  • Positioning a Service: Mailgram
  • Positioning a Long Island Bank
  • Positioning a New Jersey Bank
  • Positioning a ski resort: Stowe
  • Positioning the Catholic Church
  • Positioning Yourself and Your Career
  • Positioning Your Business
  • Playing the Positioning Game.

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