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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