Tous nos rayons

Déjà client ? Identifiez-vous

Mot de passe oublié ?

Nouveau client ?

CRÉER VOTRE COMPTE
Positioning
Ajouter à une liste

Librairie Eyrolles - Paris 5e
Indisponible

Positioning

Positioning

The Battle for Your Mind

Al Ries

213 pages, parution le 01/01/2001

Résumé

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors.

Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

Contents

  • 1. What Positioning Is All About.
  • 2. The Assault on the Mind.
  • 3. Getting Into the Mind.
  • 4. Those Little Ladders in Your Head.
  • 5. You Can't Get There From Here.
  • 6. Positioning of a Leader.
  • 7. Positioning of a Follower.
  • 8. Repositioning the Competition.
  • 9. The Power of the Name.
  • 10. The No-Name Trap.
  • 11. The Free-Ride Trap.
  • 12. The Line-Extension Trap.
  • 13. When Line Extension Can Work.
  • 14. Positioning a Company: Xerox.
  • 15. Positioning a Country: Belgium.
  • 16. Positioning an Island: Jamaica.
  • 17. Positioning a Product: Milk Duds.
  • 18. Positioning a Service: Mailgram.
  • 19. Positioning a Long Island Bank.
  • 20. Positioning a New Jersey Bank.
  • 21. Positioning a Ski Resort: Stowe.
  • 22. Positioning the Catholic Church.
  • 23. Positioning Yourself and Your Career.
  • 24. Positioning Your Business.
  • 25. Playing the Positioning Game.
  • Index

L'auteur - Al Ries

AL RIES a fondé, en 1994, avec sa fille Laura, le cabinet Ries & Ries, spécialisé dans le conseil en stratégie marketing. Il est l'auteur de nombreux ouvrages, dont Le Positionnement et Le marketing guerrier, best-sellers mondiaux co-écrits avec son ancien associé Jack Trout.
Al Ries is perhaps the world's best-known marketing strategist. He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning: The Battle for Your Mind and the author of Focus: The Future of Your Company Depends on It.

Autres livres de Al Ries

Caractéristiques techniques

  PAPIER
Éditeur(s) Mc Graw Hill
Auteur(s) Al Ries
Parution 01/01/2001
Nb. de pages 213
Format 13,3 x 20,3
Couverture Broché
Poids 245g
Intérieur Noir et Blanc
EAN13 9780071373586

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients sav@commande.eyrolles.com
librairie française
Librairie française depuis 1925
Recevez nos newsletters
Vous serez régulièrement informé(e) de toutes nos actualités.
Inscription