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Positioning：The Battle for Your Mind

Positioning：The Battle for Your Mind
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作者: 著 , 著
出版社: McGraw-Hill
2001-01
版次: 1
ISBN: 9780071373586
定价: 192.00
装帧: 平装
开本: 32开
纸张: 胶版纸
页数: 213页
正文语种: 英语
分类: 外文古旧书>英文书>管理
33人买过
  • 'OneofthemostimportantcommunicationbooksI'veeverread.Ihighlyrecommendit!'-SpencerJohnson,authorof"WhoMovedMyCheese?"andco-authorof"TheOneMinuteManager".'...RiesandTrouttaughtmeeverythingIknowaboutbranding,marketing,andproductmanagement.WhenIhadtheideaofcreatingaverylargethematiccommunityontheWeb,Ifirstthoughtof"Positioning"...'-DavidBohnett,ChairmanandFounderofGeoCities.Thefirstbooktodealwiththeproblemsofcommunicatingtoaskeptical,media-blitzedpublic,"Positioning"describesarevolutionaryapproachtocreatinga"position"inaprospectivecustomer'smind-onethatreflectsacompany'sownstrengthsandweaknessesaswellasthoseofitscompetitors.Writingintheirtrademarkwitty,fast-pacedstyle,advertisinggurusRiesandTroutexplainhowto:makeandpositionanindustryleadersothatitsnameandmessagewheedlesitswayintothecollectivesubconsciousofyourmarket-andstaysthere;positionafollowersothatitcanoccupyanichenotclaimedbytheleader;and,avoidlettingasecondproductrideonthecoattailsofanestablishedone."Positioning"alsoshowsyouhowto:useleadingadagencytechniquestocapturethebiggestmarketshareandbecomeahouseholdname;buildyourstrategyaroundyourcompetition'sweaknesses;repositionastrongcompetitorandcreateaweakspot;useyourpresentpositiontoitsbestadvantage;choosethebestnameforyourproduct;determinewhen-andwhy-lessismore;and,analyzerecenttrendsthataffectyourpositioning.RiesandTroutprovidemanyvaluablecasehistoriesandpenetratinganalysesofsomeofthemostphenomenalsuccessesandfailuresinadvertisinghistory.Revisedtoreflectsignificantdevelopmentsinthefiveyearssinceitsoriginalpublication,"Positioning"isrequiredreadingforanyoneinbusinesstoday. AlRiesisChairmanofRies&Ries,FocusingConsultants.JackTroutisChairmanofTrout&Partners.AlRiesandJackTroutareundoubtedlytheworld'sbest-knownmarketingstrategists. Introduction1
    Chapter1.WhatPositioningIsAllAbout5
    Chapter2.TheAssaultontheMind11
    Chapter3.GettingIntotheMind21
    Chapter4.ThoseLittleLaddersinYourHead33
    Chapter5.YouCan'tGetTherefromHere43
    Chapter6.PositioningofaLeader51
    Chapter7.PositioningofaFollower65
    Chapter8.RepositioningtheCompetition77
    Chapter9.ThePoweroftheName89
    Chapter10.TheNo-NameTrap107
    Chapter11.TheFree-RideTrap119
    Chapter12.TheLine-ExtensionTrap127
    Chapter13.WhenLineExtensionCanWork145
    Chapter14.PositioningaCompany:Monsanto159
    Chapter15.PositioningaCountry:Belgium171
    Chapter16.PositioningaProduct:MilkDuds179
    Chapter17.PositioningaService:Mailgram183
    Chapter18.PositioningaLongIslandBank191
    Chapter19.PositioningtheCatholicChurch199
    Chapter20.PositioningYourself&YourCareer207
    Chapter21.SixStepstoSuccess219
    Chapter22.PlayingthePositioningGame229
    Index245
  • 内容简介:
    'OneofthemostimportantcommunicationbooksI'veeverread.Ihighlyrecommendit!'-SpencerJohnson,authorof"WhoMovedMyCheese?"andco-authorof"TheOneMinuteManager".'...RiesandTrouttaughtmeeverythingIknowaboutbranding,marketing,andproductmanagement.WhenIhadtheideaofcreatingaverylargethematiccommunityontheWeb,Ifirstthoughtof"Positioning"...'-DavidBohnett,ChairmanandFounderofGeoCities.Thefirstbooktodealwiththeproblemsofcommunicatingtoaskeptical,media-blitzedpublic,"Positioning"describesarevolutionaryapproachtocreatinga"position"inaprospectivecustomer'smind-onethatreflectsacompany'sownstrengthsandweaknessesaswellasthoseofitscompetitors.Writingintheirtrademarkwitty,fast-pacedstyle,advertisinggurusRiesandTroutexplainhowto:makeandpositionanindustryleadersothatitsnameandmessagewheedlesitswayintothecollectivesubconsciousofyourmarket-andstaysthere;positionafollowersothatitcanoccupyanichenotclaimedbytheleader;and,avoidlettingasecondproductrideonthecoattailsofanestablishedone."Positioning"alsoshowsyouhowto:useleadingadagencytechniquestocapturethebiggestmarketshareandbecomeahouseholdname;buildyourstrategyaroundyourcompetition'sweaknesses;repositionastrongcompetitorandcreateaweakspot;useyourpresentpositiontoitsbestadvantage;choosethebestnameforyourproduct;determinewhen-andwhy-lessismore;and,analyzerecenttrendsthataffectyourpositioning.RiesandTroutprovidemanyvaluablecasehistoriesandpenetratinganalysesofsomeofthemostphenomenalsuccessesandfailuresinadvertisinghistory.Revisedtoreflectsignificantdevelopmentsinthefiveyearssinceitsoriginalpublication,"Positioning"isrequiredreadingforanyoneinbusinesstoday.
  • 作者简介:
    AlRiesisChairmanofRies&Ries,FocusingConsultants.JackTroutisChairmanofTrout&Partners.AlRiesandJackTroutareundoubtedlytheworld'sbest-knownmarketingstrategists.
  • 目录:
    Introduction1
    Chapter1.WhatPositioningIsAllAbout5
    Chapter2.TheAssaultontheMind11
    Chapter3.GettingIntotheMind21
    Chapter4.ThoseLittleLaddersinYourHead33
    Chapter5.YouCan'tGetTherefromHere43
    Chapter6.PositioningofaLeader51
    Chapter7.PositioningofaFollower65
    Chapter8.RepositioningtheCompetition77
    Chapter9.ThePoweroftheName89
    Chapter10.TheNo-NameTrap107
    Chapter11.TheFree-RideTrap119
    Chapter12.TheLine-ExtensionTrap127
    Chapter13.WhenLineExtensionCanWork145
    Chapter14.PositioningaCompany:Monsanto159
    Chapter15.PositioningaCountry:Belgium171
    Chapter16.PositioningaProduct:MilkDuds179
    Chapter17.PositioningaService:Mailgram183
    Chapter18.PositioningaLongIslandBank191
    Chapter19.PositioningtheCatholicChurch199
    Chapter20.PositioningYourself&YourCareer207
    Chapter21.SixStepstoSuccess219
    Chapter22.PlayingthePositioningGame229
    Index245
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