Positioning

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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 customers mind-on...
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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 customers mind-one that reflects a companys 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 competitions 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.
Uitgever McGraw-Hill Book Company
Druk 1
ISBN/EAN 9780071373586
Auteur Ries Trout
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