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It shook up the world of marketing with all the force of a 20-megaton bomb, and now, two decades later, Positioning is still as fresh and, perhaps, even more relevant, for advertisers in the New Economy. To commemorate the 20th anniversary of the classic book that changed an industry, McGraw-Hill has reunited mavens of marketing Al Ries and Jack Trout to make available to another generation of advertisers the book that forever changed the way advertising is done.

The first book to deal with the problems of communicating to a skeptical public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.

"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. A handsome edition of the original 1981 text, this "20th Anniversary Edition" makes available to business and marketing professionals - including tens of thousands of Ries and Trout groupies, worldwide - the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why "positioning" a product in a prospective customer's mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn't follow, Ries and Trout's thinking.

Book Dimension

Height (mm) 208 Width (mm) 188

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發表於2024-09-28

Positioning 2024 pdf epub mobi 電子書下載

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“定位”是一種品牌策略理論，是歸於Rosser Reeves的USP和David Ogilvy的品牌形象論一脈的理論，側重於品牌包裝和傳播策略及廣告技巧。其觀點與4P、4C、科特勒的全麵營銷等營銷經典理論互為補充，但絕不能以偏概全，隻識“定位”，不識其他。修煉營銷能力還得博采精華，與時俱...

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題目起的有點大，算吸引受眾吧。我從來都不會給文章起個好題目。 “定位理論”之重要，可以說，學營銷的，不能不讀“定位”，就好比李奧•貝納、奧格威之於廣告人。經過數十年的研究、探索、發展以及不斷的體係化、係統化，特勞特與裏斯的這套學說不僅能自圓其說，而...

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很多人把《定位》當作廣告行業的指津，還有人把它當作市場營銷和公關的聖經，甚至有人把它看作人生勵誌的指南，這些的確都不錯，無疑突齣瞭《定位》在現代商業社會的思想地位，每個讀者看它，就像金庸武俠小說《俠客行》中俠客島石壁上那首隱含絕頂神功的《俠客行》詩句，每個...

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一本書,能稱得上經典的,是它的榮譽. 它所傳播的內容,可以引申並成為一大批人的人生信條, 那麼,這本書,以及作者,就可以稱得上"影響他人"的大師瞭. 職階比我高的同事中,有一位,我比較佩服,是復旦大學畢業的,生物工程專業, 他有天對我說,可以讓新員工讀一讀<定位>這本書. 在當...

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整本書圍繞兩個關鍵詞：定位、心智。我的感覺是定位就是一種心智管理。需要強調的是心智是指消費者的心智，而非生産者的心智。第一、二章講為何要定位，即過度傳播的社會和心智的有限性。第三章是具體講如何定位，即如何管理心智。第四章是從其他學科的...

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出版者:McGraw-Hill

作者:Al Ries

出品人:

頁數:246

譯者:

出版時間:2000-12-28

價格:212.00元

裝幀:Hardcover

isbn號碼:9780071359160

叢書系列:

圖書標籤: Marketing 市場營銷定位管理 positioning 營銷營銷經典

Positioning 2024 pdf epub mobi 電子書下載

想要找書就要到本本書屋

onlinetoolsland.com

立刻按 ctrl+D收藏本頁

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Positioning pdf epub mobi 用戶評價

評分☆☆☆☆☆

第一次讀太小，讀瞭=白讀；第二次讀太急，囫圇吞棗，但也算有些益處；第三次連著Jack其它的書一起看，受益匪淺。

評分☆☆☆☆☆

當年RIM的培訓老師推薦讀100遍的書。。marketing必讀書~受益匪淺不說，還看得我身心舒暢~~~

評分☆☆☆☆☆

EXCELLENT BOOK/ AS THE POLITICIAN SAID,"IF IT LOOKS LIKE A DUCK AND WALKS LIKE DUCK, I SAY IT'S A DUCK."

評分☆☆☆☆☆

In order to advertise your products, yourself, and your company, what you should do is to think as consumer. What do your consumers want to see in your products? If there is a No.1 firm who produced the same products as you do, do not try to beat it. Because it will take you time and money to conquer impossible, it is not worthwhile.

評分☆☆☆☆☆

當年RIM的培訓老師推薦讀100遍的書。。marketing必讀書~受益匪淺不說，還看得我身心舒暢~~~

Positioning 2024 pdf epub mobi 電子書下載