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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.
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定位
«定位»表面看起来就像国外那种商业畅销书一样,看似厚厚的内容,其实就讲了一个简单的道理,“胜负在于潜在客户的心智”。这本被称为“有史以来对美国营销影响最大的观念”的书,是否十分的“水”呢?我觉得并不是。 首先,“定位”这个概念提出于上世纪七十年代,距今已...
评分远在此书出版之前,《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...
评分 评分很多人把《定位》当作广告行业的指津,还有人把它当作市场营销和公关的圣经,甚至有人把它看作人生励志的指南,这些的确都不错,无疑突出了《定位》在现代商业社会的思想地位,每个读者看它,就像金庸武侠小说《侠客行》中侠客岛石壁上那首隐含绝顶神功的《侠客行》诗句,每个...
1day
评分这自然界里最大的谜团不是亚马逊,也不是百慕大,就是你自己。
评分Saying the right things to the right person at the right time.
评分营销人不知定位,不会懂营销,我认为书中的前十章有些啰嗦,真正核心的点在于第13章以后的cases和人生定位,事例虽老,但经典理论不容忽视!
评分觉得是有受益匪浅
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