Positioning

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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

1、A理论和J理论的区别。J理论就是JAPAN日本模式,里斯对A理论深恶痛绝,所以很多负面案例都是日本企业,A理论就是AMERICA美国模式。A理论的核心是“越狭窄越好”,代表案例是戴尔、英特尔、微软。J理论的核心是“越宽广越好”,代表案例是富士通。 2、定位不是从自身优势开始...  

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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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时至今日,《定位》一书在中国的销售已经超过二十万册,《营销战》、《营销革命》、《22条商规》、《聚焦》、《公关第一,广告第二》、《品牌的起源》等定位理论发展新历程的著作也逐渐在国内出版,现在说起定位人人都知道,个个都会谈,但是真正懂定位的人却少之又少。 全文...  

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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...  

用户评价

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老板推荐的书,其中还出了一个小插曲:我答应一周看完,结果被challenge了,两周两天才看完。 最喜欢倒数第二、第三章:怎么营销你自己和你的生意。太会来事了!

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略晦涩 非常实用 老罗推荐的

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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。

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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。

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定位 头脑争夺战: 定位就是帮助人们在大脑中找到窗口的一个有组织的体系, 它的基本概念是, 传播只有在合适的环境中和合适的时间里才能成功

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