Positioning：The Battle for Your Mind

图书标准信息

• 作者 Al、Jack Trout 著
• 出版社 McGraw-Hill
• 出版时间 2001-01
• 版次 1
• ISBN 9780071373586
• 定价 192.00元
• 装帧 平装
• 开本 32开
• 纸张 胶版纸
• 页数 213页
• 正文语种 英语

【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