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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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市场营销方面的经典图书

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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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市场营销方面的经典图书

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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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市场营销方面的经典图书

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从内容看，这本书在市场营销界的地位举足轻重；

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有点失望 除了里边英文是我想要的 其他都不是太满意

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Love reading, love Jing Dong!

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