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Book Description
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
作者简介
目录信息
读后感
整本书围绕两个关键词：定位、心智。我的感觉是定位就是一种心智管理。需要强调的是心智是指消费者的心智，而非生产者的心智。 第一、二章讲为何要定位，即过度传播的社会和心智的有限性。 第三章是具体讲如何定位，即如何管理心智。 第四章是从其他学科的...
评分本文揭示了这样一个事实：90%以上的中国企业在错误的理解和使用定位，从而造成：一面企业以为自己懂定位，有定位，在用定位；另一面企业营销普遍受困于定位瓶颈，心智资源透支、产品滞销、竞争乏力的矛盾局面。 张 云 王 刚 2007 年11 月6 日，央视的《对话》栏目播出了《定...
评分感谢《定位》这本书，让我对定位有了更深刻的认识。定位不是你对产品要做的事，而是要你在预期客户的头脑里给产品定位。所以说，把这个概念称作“产品定位 ”是不正确的，好像你在对产品本身做些什么似的。定位就是如何在潜在顾客的心智中实现差异化。问自己一个问题就能...
评分整本书围绕两个关键词：定位、心智。我的感觉是定位就是一种心智管理。需要强调的是心智是指消费者的心智，而非生产者的心智。 第一、二章讲为何要定位，即过度传播的社会和心智的有限性。 第三章是具体讲如何定位，即如何管理心智。 第四章是从其他学科的...
评分这是我接触过的第三本最值得看的书，在此之前，也就是这三本书之前，我感觉没有学过多少有用的东西，那是我已经十九岁了，那时的我很自卑，因为我找不到方向，这些书改变了，感谢书的作者，感谢他们，也感谢席殊，从那里，我开始了书的历程。 我所推荐的书，虽然不是很多， ...
用户评价
EXCELLENT BOOK/ AS THE POLITICIAN SAID,"IF IT LOOKS LIKE A DUCK AND WALKS LIKE DUCK, I SAY IT'S A DUCK."
评分第一次读太小，读了=白读；第二次读太急，囫囵吞枣，但也算有些益处；第三次连着Jack其它的书一起看，受益匪浅。
评分EXCELLENT BOOK/ AS THE POLITICIAN SAID,"IF IT LOOKS LIKE A DUCK AND WALKS LIKE DUCK, I SAY IT'S A DUCK."
评分In order to advertise your products, yourself, and your company, what you should do is to think as consumer. What do your consumers want to see in your products? If there is a No.1 firm who produced the same products as you do, do not try to beat it. Because it will take you time and money to conquer impossible, it is not worthwhile.
评分In order to advertise your products, yourself, and your company, what you should do is to think as consumer. What do your consumers want to see in your products? If there is a No.1 firm who produced the same products as you do, do not try to beat it. Because it will take you time and money to conquer impossible, it is not worthwhile.
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