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Positioning : The Battle for Your Mind
""One of the most important communication books I've ever read. I highly recommend it!"" Spencer Johnson, author ofWho Moved My Cheese?and co-author ofThe 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 ofPositioning...."" David Bohnett, Chairman and Founder of GeoCities The first book to deal with the problems of communicating to a skeptical, media-blitzed public,Positioningdescribes 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 Avoid letting a second product ride on the coattails of an established one.
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McGraw-Hill Companies, The
December 13, 2000
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Adobe DRM EPUB
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