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内容简介

'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.

作者简介

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.

目录

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
Positioning 定位 英文原版 [平装] 电子书 下载 mobi epub pdf txt

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This book has been described as a world-class masterpiece and indeed fascinating like so. Once I open this book, I just can’t put it down. Thus I recommend this book for all of you, my dear friends. This book has been described as a masterpiece, and for good reason. Through this "genealogy" of history, Foucault shows us how modern society has become penal and coercive in nature; and perhaps more importantly, that all us now live in the midst of an abstract, authoritative public "gaze." Discipline and Punish is still relevant for today, even though the Panopticon has vanished. I think this book is brilliant and disturbing. It is not always easy to read, but then, what book worth reading is? Foucault is given to dramatic images, and he does little to mitigate the impact of these images on the reader. Perhaps he is really trying to increase this impact. Since he is attempting to counter the powers of normalization, he may need all of the momentum he can get. 本书旨在论述关于现代灵魂与一种新的审判权力之间相互关系的历史，论述现行的科学一法律综合体的系谱。在这种综合体中。惩罚权力获得了自身的基础、证明和规则。扩大了自己的效应，并且用这种综合体掩饰自己超常的独特性。本书所考察的惩罚权力的历史包括三个阶段：中世纪末和旧制度时期作为王权武器的酷刑；18世纪末，包括法国大革命时期人道主义的“再现”式惩罚；19世纪开始的、使用现代规训技术的监狱和普遍化的监视。书中提到的“古典时期，不是指古希腊罗马时期的古典古代，而是指近代绝对君主制和法国大革命时期，大体上与西方文学史上所说的古典主义文学时期一致。本书中这一术语的用法与福柯其他著作中的用法也是一致的。关于古典时期的惩罚权力，书中概括为“表象的、戏剧性的、能指的、公开的、集体的方式”。这里的表象一词在书中有的场合根据上下文译为“观念”或“再现”。表象或再现是福柯用以描述古典时期“权力一知识”综合体的一个重要术语。这种观点是与他在1966年发表的《词与物》（英译版《事物的秩序》）一脉相承的。在《词与物》中，福柯考察了近代西方的“知识型的替嬗。其中，他认为17—18世纪古典时期知识型的特点是，词并不直接表示物，而是一种符号，而符号只是对其他符号的“再现”。词组成了享有特权的符号系统。人们用词的秩序来再现物的秩序。

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还行..............

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Gooooooooooood

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书不错 有质感 价格高了点 希望改进

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鲁滨逊曾经这样说道：“我的脾气是要决心做一件事情，不成功决不放手”、“我会尽力而为，只要我还能划水，我就不肯被淹死，只要我还能站立，我就不肯倒下……”他没有助手，工具不全，缺乏经验，所以做任何事情都要花很大的劳力，费好长的时间。连做一块木版都要四十二天。他作的许多事情都是白费力气，没有成功，但他从来不灰心失望，总是总结了失败的经验又重新开始。辛勤的劳动换来了令人欣慰的回报，他最后变得有船用，有面包吃，有陶器用，有种植园，有牧场，有两处较“豪华”的住所……这些没有一件不是费了很多力气，付出了无数汗水、克服了许多困难才换来的。这样的生活对于那时的鲁滨逊来说，可以算得上豪华了。相比那些遇到问题便退缩的人来说，鲁滨逊是多么的坚强啊！

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这个情节曲折，跌宕起伏的故事主要讲述的是主人公鲁滨逊•克罗索所乘坐的船在途中不幸遇到风暴触礁，船上水手、乘客全部遇难，唯有鲁滨逊幸存。海浪把他卷上了沙滩。在克服了最初的悲观与绝望之后，他凭借自己顽强的毅力，与大自然展开了英勇卓绝的斗争。他只身漂流到一个荒芜人烟的孤岛上。为了生存，他用沉船的桅杆做了木筏，一次又一次地把船上的食物、衣服、工具等运到岸上，并在小山边搭起帐篷定居下来。他依靠自己的双手和智慧，利用枪支和简单的工具，自力更生，自食其力地过起了荒凉的野岛生活。经过不懈的努力，他不仅有了自己的住所和家具，还有牧场、种植园，甚至还养了宠物。在如此艰难的情况下，能过上这样的生活，是很不容易的，这完全是他凭借自己的毅力和智慧创造的奇迹。

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不错

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