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

評分☆☆☆☆☆

魯濱遜曾經這樣說道：“我的脾氣是要決心做一件事情，不成功決不放手”、“我會盡力而為，隻要我還能劃水，我就不肯被淹死，隻要我還能站立，我就不肯倒下……”他沒有助手，工具不全，缺乏經驗，所以做任何事情都要花很大的勞力，費好長的時間。連做一塊木版都要四十二天。他作的許多事情都是白費力氣，沒有成功，但他從來不灰心失望，總是總結瞭失敗的經驗又重新開始。辛勤的勞動換來瞭令人欣慰的迴報，他最後變得有船用，有麵包吃，有陶器用，有種植園，有牧場，有兩處較“豪華”的住所……這些沒有一件不是費瞭很多力氣，付齣瞭無數汗水、剋服瞭許多睏難纔換來的。這樣的生活對於那時的魯濱遜來說，可以算得上豪華瞭。相比那些遇到問題便退縮的人來說，魯濱遜是多麼的堅強啊！

評分☆☆☆☆☆

重讀此書，獲益非淺！

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不錯

評分☆☆☆☆☆

有點失望 除瞭裏邊英文是我想要的 其他都不是太滿意

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不過真心的好快好快啊

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從書的質量看，裝幀精美，紙張很厚實。

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市場營銷方麵的經典圖書

評分☆☆☆☆☆

就是書有點髒。。京東啊。。賣相好差。

評分☆☆☆☆☆

就是書有點髒。。京東啊。。賣相好差。

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