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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: Hayriye Kayı-Aydar
Publisher: Springer
ISBN: 3319973371
Category : Language Arts & Disciplines
Languages : en
Pages : 214
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Book Description
This book is about Positioning Theory (Davies & Harré, 1990) and its potential applications in bilingual and multilingual contexts involving teachers, learners, speakers, and users of a second/foreign or additional language. By using Positioning Theory as a theoretical lens and analytical approach, the author illustrates how various social and poststructural concepts in applied linguistics and language teacher education, including identity, agency, language socialization, classroom participation, and intercultural communication, can be investigated and better understood. The book adds a new perspective to the growing body of multidisciplinary literature in the areas of L2 teacher education and classroom learning, and includes step-by-step guidelines for positioning analysis, insights and implications for classroom practice, as well as suggested directions for future research. It will be of particular interest to language teachers and teacher educators, as well as students and scholars of applied linguistics more broadly.
Author: Melanie James
Publisher: Routledge
ISBN: 1134615256
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.
Author: Colette Daiute
Publisher: SAGE
ISBN: 0761927980
Category : Literary Criticism
Languages : en
Pages : 321
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Book Description
Narrative Analysis is organized around three approaches or "readings." Literary Readings focus on aesthetic, metaphorical, and other literary qualities inherent to narrative approaches. Social-Relational Readings build upon the idea that narrative discourse is personal but also echoes political, economic, and other material relationships in the environment. Readings through the Force of History explain how narrators come to know themselves and their worlds in terms of and in spite of the received explanations of time and place. Working in a range of ethnic, geographic, generational, class, and institutional communities, the authors demonstrate how they have used narrative inquiry to explore development in challenging social contexts.
Author: Francke, Tom
Publisher: IGI Global
ISBN: 1522502432
Category : Technology & Engineering
Languages : en
Pages : 587
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Book Description
Gaseous photomultipliers are defined as gas-filled devices capable of recording single ultraviolet (UV) and visible photons with high position resolution. Used in a variety of research areas, these detectors can be paired with computers to treat and store imaging information of UV-light. Position-Sensitive Gaseous Photomultipliers: Research and Applications explores the advancement of gaseous detectors as applied for single photon detection. Emphasizing emerging perspectives and new ways to apply gaseous detectors across research fields, this research-based publication is an essential reference source for engineers, physicists, graduate-level students, and researchers.
Author: Dale Drakeford
Publisher: iUniverse
ISBN: 0595345425
Category : Education
Languages : en
Pages : 286
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Book Description
The self-descriptive title, A Universal Template For Research Position and Life Experience Papers, implies that there is a position that writers take in even the simplest of essays. As such, Template provides an opportunity to accomplish two tasks at once: consider the definitive differences between Research, Position, and Experience papers, and explore the issues that impound and empower contemporary urban education. Dale Benjamin Drakeford provides an interactive workshop to guide student writing on any social science subject. Agreeing with many scholars that public and free pedagogy is indispensable, the author also argues that there is no wrong or right in scholastic debate, only correct presentation of objective thoughts or non-objective attitudes. This the author says, is what is sometimes forgotten in the heat of getting ideas on paper. Hence, Template provides structure for planning papers, and in-process cues for staying on task to complete them with proper formality.
Author: Thomas D. Abrahamson
Publisher:
ISBN:
Category : Universities and colleges
Languages : en
Pages : 266
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Book Description
Author: Gary Taubes
Publisher:
ISBN:
Category : Artificial satellites in navigation
Languages : en
Pages : 8
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Book Description
Author: Melanie James
Publisher: Routledge
ISBN: 1134615329
Category : Business & Economics
Languages : en
Pages : 372
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Book Description
In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.
Author: Paul E. Green
Publisher:
ISBN:
Category : Brand name products
Languages : en
Pages : 148
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Book Description
