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内容简介

'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.

作者简介

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.

目录

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 [平装] 电子书 下载 mobi epub pdf txt

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从书的质量看，装帧精美，纸张很厚实。

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不错

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物美价廉！最大的优点！比较喜欢这个系列的丛书！第一，价格实惠，物美价廉！以这样的价格能买到这么好品质的书是相当的不错的了！第二，是正版书！这个十分地重要，不然难以确保内容的正确性。第三，这个系列的丛书的版本也都还不错，并不是那些比较糟糕的译本，所也推荐！反正，对于资金并不是特别充裕的人，选择这个系列的丛书还是一个不错的选择。不然，同样买一企鹅出版的外文书的钱，能够买这个版本的书好多本了，能够接触更多的作品，何乐而不为呢！这个系列的也都是一些经典的作品，大师的作品。这些作品机智、俏皮、辛辣、奇特，多为社会讽刺和政治讽刺，无情嘲弄上层社会的陈腐庸俗与愚蠢浅陋。故事结构巧妙，多以异峰突起式的意外结局点明主题；对话机智俏皮，为故事增添了不少情趣。物美价廉，印刷质量很好，纸张也保护眼睛。真希望国内的经典作品应该有这样的出版机会，以提高国民的普遍素养。对个人来说，阅读也实际上也是生命陈长的过程。一个人阅读什么书，也就预示着以后会成为什么样的人。从外在的角度来说，阅读本身实际上是一个人对外在世界探索的方法，通过阅读可以收集到足够的信息和知识，从而能够更加从容地应对社会万象。从内在的角度来说，阅读实际上就是对自身生命潜质的开发，当我们发现书中作者的某个思想触动我们的灵魂，就有可能发现我们生命地脉里蕴藏的宝藏，生命的激情与潜能也由此而被激发，因为阅读的过程实际上也就是一个生命与生命、心灵与心灵之间相互感通的过程。阅读的德性也决定了个体写作的德性，政治哲学家列奥•斯特劳斯指出，阅读习惯造就写作习惯，“一般来说，人们怎样阅读就怎样写作。通常，细心的作者也是细心的读者，反之亦然。我们的知识体系是通过课内外的自主学习而逐渐建立起来的。读书是搜集和汲取知识的一条重要途径。我们从课堂上掌握的知识不是很具体和容易理解的，需要再消化才会吸收。大量的阅读，可以将自己从课内学到的知识，融汇到从课外书籍中所获取的知识中去，相得益彰，形成“立体”的，牢固的知识体系，直至形成能力。 　　读书不仅对我们的学习有着重要作用，对道德素质和思想意识也有重大影响。“一本好书，可以影响人的一生。”这句话是有道理的。我们都有自己心中的英雄或学习的榜样，如军人、科学家、老师、英雄人物等。这些令我们崇拜或学习和模仿的楷模，也可以通过阅读各类书籍所认识。我们在进行阅读时，会潜意识地将自己的思想和行为与书中所描述的人物形象进行比较，无形中就提高了自身的思想意识和道德素质。推荐购买！！

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1.当我郑重地翻过最后一页，合上这位被誉为“英国小说之父”的丹尼尔•笛福在59岁高龄写的著作——《鲁滨逊漂流记》。读完了这个情节曲折，跌宕起伏的故事之后，我满眶的热泪情不自禁地夺眶而出。书中的主人公在荒芜人烟的孤岛上生活了28年！28年，多么惊人的一个数字啊！可见他是何等的勇敢。

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正版，值得一看，非常好

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书无包装，弄得很脏，很不专业

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我要好好学习英语，天天向上

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还行..............

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