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Author: Al Ries
Publisher: McGraw Hill Professional
ISBN: 0071705872
Category : Business & Economics
Languages : en
Pages : 224
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Book Description
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 • 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 • 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.
Author: Al Ries
Publisher: McGraw Hill Professional
ISBN: 0071705872
Category : Business & Economics
Languages : en
Pages : 224
Get Book Here
Book Description
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 • 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 • 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.
Author: April Dunford
Publisher:
ISBN: 9781999023003
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.
Author: BusinessNews Publishing,
Publisher: Primento
ISBN: 2511016273
Category : Business & Economics
Languages : en
Pages : 40
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Book Description
The must-read summary of Al Ries and Jack Trout's book "Positioning: The Battle for Your Mind". This complete summary of the ideas from Al Ries and Jack Trout's book "Positioning: The Battle for Your Mind" shows how effective product positioning has an impact on the perceptions of the target market. The authors show how all of the elements of product positioning work together to create a unique market position, which is the key to better sales and becoming top-of-mind. By following their advice, you can learn how to narrow your market and start providing for specific customers. Added- value of this summary: • Save time • Understand the elements of product positioning • Increase product awareness To learn more, read "Positioning: The Battle for Your Mind" to find your unique market position and get your product noticed.
Author: Al Ries
Publisher: Profile Books(GB)
ISBN: 9781861976109
Category : Marketing
Languages : en
Pages : 160
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Book Description
Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.
Author: Shortcut Edition
Publisher: Shortcut Edition
ISBN:
Category : Business & Economics
Languages : en
Pages : 25
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Book Description
* Our summary is short, simple and pragmatic. It allows you to have the essential ideas of a big book in less than 30 minutes. By reading this summary, you will discover how to position your brand to attract the consumer. You will also discover : that the customer is not convinced by advertising messages, but by the vision of the products given to him; that every company must position itself in relation to its competition; the importance of conquering leadership on a given aspect; the role of a clear and distinctive identity when it comes to making an impression. In order to succeed, every company must create a strong image that is likely to appeal to the consumer. The way you position yourself in a market influences the whole strategy to be adopted. More than any marketing argument, it can make the difference between success and failure. Here are the secrets to becoming a leader and changing the way your entire industry is perceived. Will you be able to put them to good use? *Buy now the summary of this book for the modest price of a cup of coffee!
Author: Jack Trout
Publisher: John Wiley & Sons
ISBN: 111804536X
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
Author: Jack Trout
Publisher: McGraw Hill Professional
ISBN: 0071437940
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
Publisher Description
Author: Mark Goulston
Publisher: AMACOM
ISBN: 081443648X
Category : Self-Help
Languages : en
Pages : 272
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Book Description
Getting through to someone is a critical, fine art. Whether you are dealing with a harried colleague, a stressed-out client, or an insecure spouse, things will go from bad to worse if you can't break through emotional barricades and get your message thoroughly communicated and registered. Drawing on his experience as a psychiatrist, business consultant, and coach, author Mark Goulston combines his background with the latest scientific research to help you turn the “impossible” and “unreachable” people in their lives into allies, devoted customers, loyal colleagues, and lifetime friends. In Just Listen, Goulston provides simple yet powerful techniques you can use to really get through to people including how to: make a powerful and positive first impression; listen effectively; make even a total stranger (potential client) feel understood; talk an angry or aggressive person away from an instinctual, unproductive reaction and toward a more rational mindset; and achieve buy-in--the linchpin of all persuasion, negotiation, and sales. Whether they're coworkers, friends, strangers, or enemies, the first make-or-break step in persuading anyone to do anything is getting them to hear you out. The invaluable principles in Just Listen will get you through that first tough step with anyone. With this groundbreaking book, you will be able to master the fine but critical art of effective communication.
Author: Kevin Maney
Publisher: Crown Currency
ISBN: 0385525958
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
A Fresh and Important New Way to Understand Why We Buy Why did the RAZR ultimately ruin Motorola? Why does Wal-Mart dominate rural and suburban areas but falter in large cities? Why did Starbucks stumble just when it seemed unstoppable? The answer lies in the ever-present tension between fidelity (the quality of a consumer’s experience) and convenience (the ease of getting and paying for a product). In Trade-Off, Kevin Maney shows how these conflicting forces determine the success, or failure, of new products and services in the marketplace. He shows that almost every decision we make as consumers involves a trade-off between fidelity and convenience–between the products we love and the products we need. Rock stars sell out concerts because the experience is high in fidelity-–it can’t be replicated in any other way, and because of that, we are willing to suffer inconvenience for the experience. In contrast, a downloaded MP3 of a song is low in fidelity, but consumers buy music online because it’s superconvenient. Products that are at one extreme or the other–those that are high in fidelity or high in convenience–-tend to be successful. The things that fall into the middle-–products or services that have moderate fidelity and convenience-–fail to win an enthusiastic audience. Using examples from Amazon and Disney to People Express and the invention of the ATM, Maney demonstrates that the most successful companies skew their offerings to either one extreme or the other-–fidelity or convenience-–in shaping products and building brands.
Author: Jack Trout
Publisher: John Wiley & Sons
ISBN:
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
Now that product differences are rapidly and easily copied, or are perceived to be minimal, differentiating a company's products and services from the competition has become key to corporate survival. Marketing guru Jack Trout delivers a practical guide for businesses on developing powerful differentiation strategies.
