Positioning

Positioning pdf epub mobi txt 电子书 下载 2025

出版者:McGraw-Hill
作者:Al Ries
出品人:
页数:246
译者:
出版时间:2000-12-28
价格:212.00元
装帧:Hardcover
isbn号码:9780071359160
丛书系列:
图书标签:
  • Marketing 
  • 市场营销 
  • 定位 
  • 管理 
  • positioning 
  • 營銷 
  • 营销 
  • 经典 
  •  
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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

具体描述

读后感

评分

书名也许不是十分抢眼,但是紧随书名滴文字——‘有史以来对美国营销影响最大的观念’对读者滴眼球带来强悍滴冲击力。读过此书,折服于作者滴睿智,通过深入浅出滴论述,不胜枚举滴实例,使读者对‘定位’理论有全面滴认知,进而是彻底滴认同。《特劳特经典丛书》果然名副其实...  

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一本书,能称得上经典的,是它的荣誉. 它所传播的内容,可以引申并成为一大批人的人生信条, 那么,这本书,以及作者,就可以称得上"影响他人"的大师了. 职阶比我高的同事中,有一位,我比较佩服,是复旦大学毕业的,生物工程专业, 他有天对我说,可以让新员工读一读<定位>这本书. 在当...

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题目起的有点大,算吸引受众吧。我从来都不会给文章起个好题目。 “定位理论”之重要,可以说,学营销的,不能不读“定位”,就好比李奥•贝纳、奥格威之于广告人。经过数十年的研究、探索、发展以及不断的体系化、系统化,特劳特与里斯的这套学说不仅能自圆其说,而...  

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远在此书出版之前,《定位》就有中文版。 好像是92年出版的,灰皮,很便宜,名字叫《广告攻心战略——品牌定位》。 但十年间那本书影响很小,很多广告业内告的策划人员居然不知,更不用说运用其中的观点方法了。 在那样的环境下,以这样的理念为客户提案,风险很大。因为客户没...  

用户评价

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EXCELLENT BOOK/ AS THE POLITICIAN SAID,"IF IT LOOKS LIKE A DUCK AND WALKS LIKE DUCK, I SAY IT'S A DUCK."

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略晦涩 非常实用 老罗推荐的

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原版比翻译版好

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《定位》20周年纪念版

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原版比翻译版好

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