21世纪的定位（英文版）
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作者[美]艾·里斯,[美]劳拉·里斯,张云
出版社机械工业出版社
ISBN9787111618577
出版时间2018-09
装帧平装
开本其他
定价99元
货号9460041
上书时间2024-09-08
商品详情
- 品相描述：全新
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作者简介
AL RIES,Top marketing strategist in the world, Father of Positioning. Al Ries and Jack Trout co-authored the world-famous marketing classics like “Positioning”, “Marketing Warfare”, “Bottom-up Marketing”, “The 22 Immutable Laws of Marketing”, “Morse Sense”, etc. As the first author, he contributed the core ideas in these works and wrote the main content. Since the 1990s, Al Ries and his daughter Laura Ries have published such works as “Focus”, “The Origin of Brands: How product Evolution Creates Endless Possibilities for New Brands”, “War in the Boardroom” …which brought the Positioning Theory to a new peak. Al Ries has been selected as the “TOP 10 Favorite Business Gurus” by the US authoritative media, and has also been selected as “2016 Marketing Hall of Fame Inductee” on behalf of the Positioning Theory by the American Marketing Association.
LAURA RIES,President of Ries & Ries, daughter and partner of Al Ries, Father of Positioning. An outstanding successor of positioning theory,the recognized master of marketing strategy in the United States. Specially invited strategy advisor for channels and columns such as Fox News, CNBC, ABC and CNN, she also provides brand strategy consulting services forcompanies in Fortune Global 500. She has co-authored lots of classic commercial books such as “The 22 Immutable Laws of Branding”,“The Origin of Brands: How product Evolution Creates Endless Possibilities for New Brands”, “War in the Boardroom”,etc.
Simon Zhang,Global Partner of Al Ries, General manager and strategic positioning expert of Ries & Partner China. One of the founders and practitioners of category strategy, new development of positioning theory. He has been devoted to the strategic method research and China practice for many years. In 2007, due to the deep research, dissemination and practice of strategic thinking of Ries, Mr. Al Ries, the father of the positioning, personally approved and authorized the fifth partner in the world.
目录
Chapter 1: Globalism / 1
Chapter 2: Urbanism / 24
Chapter 3: Ultra-Tech / 32
Chapter 4: Internet / 57
Chapter 5: Categories / 77
Chapter 6: Brand Names / 96
Chapter 7: Competitors / 116
Chapter 8: Duality / 132
Chapter 9: Visual Hammer / 151
Chapter 10: Unforgettable Slogans / 166
Chapter 11: Public Relations / 181
Chapter 12: Multiple Brands / 201
Chapter 13: 20th Century Positioning Principles / 218
Chapter 14: 21st Century Positioning Principles / 227
内容摘要
艾·里斯、劳拉·里斯、张云著的《21世纪的定位(英文版)(精)/定位经典丛书》从全球化、互联网品
牌建设、品类主导品牌、视觉锤、难忘的宣传语、公共关系而非广告、多样化品牌七个角度，详细地介绍了适用于21世纪的新七大定位理论。作者以星巴克、
亚马逊、阿里巴巴、华为、小米、戴尔、柯达、英特尔、可口可乐等多家知名品牌作为案例，对上述七大新定位理论进行了阐释。与此同时，作者还特别对中国品牌在21世纪的定位方式表达了自己的观点和看法。
主编推荐
很多在20世纪奏效的营销方法在21世纪不再有效，*营销战略家、"定位之父"艾·里斯封笔之作，你在未来几年的商业竞争中取胜。
精彩内容
注意！很多在20世纪奏效的营销方法在21世纪不再有效。
以下是20世纪发展出来的7条定位原则：
（1） 心智，而非市场
（2） 寻找心智中的空缺
（3） 聚焦，而非延伸
（4） 不同，而非更好
（5） 品牌名就是定位
（6） 竞争，而非顾客导向
（7） 二元性
以下是将在21世纪奏效的定位原则：
（1） 全球，而非国内
（2） 互联网是一个全新的品类
（3） 品类比品牌更重要
（4） 视觉锤
（5） 难忘的口号
（6） 公关，而非广告
（7） 多品牌
让这些定位原则在未来几年里引导你在商业竞争中胜出。
媒体评论
定位理论诞生已经50周年了，在过去的50年中，市场营销和整个世界都发生了许多变化。
很多在20世纪奏效的营销方法在21世纪不再有效，全球顶*营销战略家、\"定位之父\"艾·里斯封笔之作，引领你在未来几年的商业竞争中取胜。
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