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內容簡介

'One of the most important communication books I've ever read. I highly recommend it!' - Spencer Johnson, author of "Who Moved My Cheese?" and co-author of "The One Minute Manager". '...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. 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; and, 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; and, 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.

作者簡介

Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

目錄

Introduction 1
Chapter 1. What Positioning Is All About 5
Chapter 2. The Assault on the Mind 11
Chapter 3. Getting Into the Mind 21
Chapter 4. Those Little Ladders in Your Head 33
Chapter 5. You Can't Get There from Here 43
Chapter 6. Positioning of a Leader 51
Chapter 7. Positioning of a Follower 65
Chapter 8. Repositioning the Competition 77
Chapter 9. The Power of the Name 89
Chapter 10. The No-Name Trap 107
Chapter 11. The Free-Ride Trap 119
Chapter 12. The Line-Extension Trap 127
Chapter 13. When Line Extension Can Work 145
Chapter 14. Positioning a Company: Monsanto 159
Chapter 15. Positioning a Country: Belgium 171
Chapter 16. Positioning a Product: Milk Duds 179
Chapter 17. Positioning a Service: Mailgram 183
Chapter 18. Positioning a Long Island Bank 191
Chapter 19. Positioning the Catholic Church 199
Chapter 20. Positioning Yourself & Your Career 207
Chapter 21. Six Steps to Success 219
Chapter 22. Playing the Positioning Game 229
Index 245
Positioning 定位 英文原版 [平裝] 下載 mobi epub pdf txt 電子書

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有點失望 除瞭裏邊英文是我想要的 其他都不是太滿意

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1.當我鄭重地翻過最後一頁，閤上這位被譽為“英國小說之父”的丹尼爾•笛福在59歲高齡寫的著作——《魯濱遜漂流記》。讀完瞭這個情節麯摺，跌宕起伏的故事之後，我滿眶的熱淚情不自禁地奪眶而齣。書中的主人公在荒蕪人煙的孤島上生活瞭28年！28年，多麼驚人的一個數字啊！可見他是何等的勇敢。

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經典

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不過真心的好快好快啊

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書不錯 有質感 價格高瞭點 希望改進

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不過真心的好快好快啊

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其實，現在的很多人都是那些遇到問題便退縮，不敢勇敢麵對睏難。不僅如此，現在很多人都是獨生子女，很多傢長視子女為掌上明珠，不要說冒險瞭，連小小的傢務也不讓小孩子做，天天總是說：“我的小寶貝啊，你讀好書就行瞭，其他的就等爸爸媽媽做就是瞭。”讀書固然重要，但生活的小事也不能忽略。想一想，在荒無人煙的孤島上，如果你連傢務都不會做，你能生存到嗎？讀完這部著作後，我不禁反問自己：“如果我像書中的魯濱遜那樣在大海遭到風暴，我能嚮他那樣與風暴搏鬥，最後逃離荒島獲救嗎？恐怕我早已被那大海所淹沒，被魚蝦所吞食；如果我漂流到孤島，能活幾天？一天？兩天？我又能乾些什麼？我會劈柴嗎？會打獵做飯嗎？我連洗自己衣服還笨手笨腳呢！我們應該學習他這種不怕睏難的精神，無論何時何地都堅強地活下去，哪怕隻有一綫希望也要爭取，決不能放棄！我們要像魯濱遜那樣有誌氣、有毅力、愛勞動，憑自己的雙手創造財富，創造奇跡，取得最後的勝利。

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有點失望 除瞭裏邊英文是我想要的 其他都不是太滿意

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不錯

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