图书标签: Marketing 市场营销 定位 管理 positioning 營銷 营销 经典
发表于2024-10-21
Positioning pdf epub mobi txt 电子书 下载 2024
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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
这书的确提出了一些很有新意的想法,但是我很不喜欢他的表达方式,很多观点我也不敢苟同。很多说法缺乏论证,只有结论。我看的是第一版,那是至少20年前的书了。书中用的例子我很不熟悉,不仅是因为年代远,也是因为我对美国的商业品牌太缺乏了解,所以读起来感觉例子没有把概念解释明白。在选择例子上面,作者可能犯了一些选择偏见。他想要证明一个观点,然后举出一个能够证明这个观点的例子,但很有可能是他只选那些能够证明他的观点的例子,而忽略了其他不支持其观点的例子。所以作者的态度和语气显得很绝对,读得我不舒服
评分略晦涩 非常实用 老罗推荐的
评分略晦涩 非常实用 老罗推荐的
评分老板推荐的书,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!
评分略晦涩 非常实用 老罗推荐的
“定位”是一种品牌策略理论,是归于Rosser Reeves的USP和David Ogilvy的品牌形象论一脉的理论,侧重于品牌包装和传播策略及广告技巧。其观点与4P、4C、科特勒的全面营销等营销经典理论互为补充,但绝不能以偏概全,只识“定位”,不识其他。修炼营销能力还得博采精华,与时俱...
评分“定位”是一种品牌策略理论,是归于Rosser Reeves的USP和David Ogilvy的品牌形象论一脉的理论,侧重于品牌包装和传播策略及广告技巧。其观点与4P、4C、科特勒的全面营销等营销经典理论互为补充,但绝不能以偏概全,只识“定位”,不识其他。修炼营销能力还得博采精华,与时俱...
评分«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...
评分感谢《定位》这本书,让我对定位有了更深刻的认识。定位不是你对产品要做的事,而是要你在预期客户的头脑里给产品定位。所以说,把这个概念称作“产品定位 ”是不正确的,好像你在对产品本身做些什么似的。定位就是如何在潜在顾客的心智中实现差异化。问自己一个问题就能...
评分整本书围绕两个关键词:定位、心智。我的感觉是定位就是一种心智管理。需要强调的是心智是指消费者的心智,而非生产者的心智。 第一、二章讲为何要定位,即过度传播的社会和心智的有限性。 第三章是具体讲如何定位,即如何管理心智。 第四章是从其他学科的...
Positioning pdf epub mobi txt 电子书 下载 2024