Positioning 定位 英文原版 [平裝] pdf epub mobi txt 電子書 下載 2025

簡體網頁||繁體網頁

☆☆☆☆☆

Al Ries，Jack Trout 著

齣版社： McGraw-Hill Professional

ISBN：9780071373586

版次：1

商品編碼：19160605

包裝：平裝

齣版時間：2001-01-01

頁數：213

正文語種：英文

商品尺寸：205mm*138mm*13mm

內容簡介

'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 product management. When I had the idea of creating a very large thematic community on the Web, I first thought of "Positioning"...' - David Bohnett, Chairman and Founder of GeoCities. 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 customer's mind - one that reflects a company's 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; and, 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 competition's 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. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, "Positioning" is required reading for anyone in business today.

作者簡介

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

目錄

Introduction 1
Chapter 1. What Positioning Is All About 5
Chapter 2. The Assault on the Mind 11
Chapter 3. Getting Into the Mind 21
Chapter 4. Those Little Ladders in Your Head 33
Chapter 5. You Can't Get There from Here 43
Chapter 6. Positioning of a Leader 51
Chapter 7. Positioning of a Follower 65
Chapter 8. Repositioning the Competition 77
Chapter 9. The Power of the Name 89
Chapter 10. The No-Name Trap 107
Chapter 11. The Free-Ride Trap 119
Chapter 12. The Line-Extension Trap 127
Chapter 13. When Line Extension Can Work 145
Chapter 14. Positioning a Company: Monsanto 159
Chapter 15. Positioning a Country: Belgium 171
Chapter 16. Positioning a Product: Milk Duds 179
Chapter 17. Positioning a Service: Mailgram 183
Chapter 18. Positioning a Long Island Bank 191
Chapter 19. Positioning the Catholic Church 199
Chapter 20. Positioning Yourself & Your Career 207
Chapter 21. Six Steps to Success 219
Chapter 22. Playing the Positioning Game 229
Index 245

評分☆☆☆☆☆

重讀此書，獲益非淺！

評分☆☆☆☆☆

還行.................

評分☆☆☆☆☆

還行.................

評分☆☆☆☆☆

1.當我鄭重地翻過最後一頁，閤上這位被譽為“英國小說之父”的丹尼爾•笛福在59歲高齡寫的著作——《魯濱遜漂流記》。讀完瞭這個情節麯摺，跌宕起伏的故事之後，我滿眶的熱淚情不自禁地奪眶而齣。書中的主人公在荒蕪人煙的孤島上生活瞭28年！28年，多麼驚人的一個數字啊！可見他是何等的勇敢。

評分☆☆☆☆☆

評分☆☆☆☆☆

我要好好學習英語，天天嚮上

評分☆☆☆☆☆

不過真心的好快好快啊

評分☆☆☆☆☆

這麼貴，得好好看，堅持連貫地看完

評分☆☆☆☆☆

非常不錯的書籍，推薦大傢購買