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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2025-01-10

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Positioning pdf epub mobi 讀後感

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遠在此書齣版之前，《定位》就有中文版。好像是92年齣版的，灰皮，很便宜，名字叫《廣告攻心戰略——品牌定位》。但十年間那本書影響很小，很多廣告業內告的策劃人員居然不知，更不用說運用其中的觀點方法瞭。在那樣的環境下，以這樣的理念為客戶提案，風險很大。因為客戶沒...

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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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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 2025 pdf epub mobi 電子書下載

想要找書就要到本本書屋

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立刻按 ctrl+D收藏本頁

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Positioning pdf epub mobi 用戶評價

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略晦澀非常實用老羅推薦的

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原版比翻譯版好

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這書的確提齣瞭一些很有新意的想法，但是我很不喜歡他的錶達方式，很多觀點我也不敢苟同。很多說法缺乏論證，隻有結論。我看的是第一版，那是至少20年前的書瞭。書中用的例子我很不熟悉，不僅是因為年代遠，也是因為我對美國的商業品牌太缺乏瞭解，所以讀起來感覺例子沒有把概念解釋明白。在選擇例子上麵，作者可能犯瞭一些選擇偏見。他想要證明一個觀點，然後舉齣一個能夠證明這個觀點的例子，但很有可能是他隻選那些能夠證明他的觀點的例子，而忽略瞭其他不支持其觀點的例子。所以作者的態度和語氣顯得很絕對，讀得我不舒服

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Positioning 2025 pdf epub mobi 電子書下載