Positioning 定位 英文原版 [平装]

Positioning 定位 英文原版 [平装] pdf epub mobi txt 电子书 下载 2025

Al Ries,Jack Trout 著
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出版社: McGraw-Hill Professional
ISBN:9780071373586
版次:1
商品编码:19160605
包装:平装
出版时间:2001-01-01
页数:213
正文语种:英文
商品尺寸:205mm*138mm*13mm

具体描述

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

用户评价

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Love reading, love Jing Dong!

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书不错 有质感 价格高了点 希望改进

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Love reading, love Jing Dong!

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这个情节曲折,跌宕起伏的故事主要讲述的是主人公鲁滨逊•克罗索所乘坐的船在途中不幸遇到风暴触礁,船上水手、乘客全部遇难,唯有鲁滨逊幸存。海浪把他卷上了沙滩。在克服了最初的悲观与绝望之后,他凭借自己顽强的毅力,与大自然展开了英勇卓绝的斗争。他只身漂流到一个荒芜人烟的孤岛上。为了生存,他用沉船的桅杆做了木筏,一次又一次地把船上的食物、衣服、工具等运到岸上,并在小山边搭起帐篷定居下来。他依靠自己的双手和智慧,利用枪支和简单的工具,自力更生,自食其力地过起了荒凉的野岛生活。经过不懈的努力,他不仅有了自己的住所和家具,还有牧场、种植园,甚至还养了宠物。在如此艰难的情况下,能过上这样的生活,是很不容易的,这完全是他凭借自己的毅力和智慧创造的奇迹。

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其实,现在的很多人都是那些遇到问题便退缩,不敢勇敢面对困难。不仅如此,现在很多人都是独生子女,很多家长视子女为掌上明珠,不要说冒险了,连小小的家务也不让小孩子做,天天总是说:“我的小宝贝啊,你读好书就行了,其他的就等爸爸妈妈做就是了。”读书固然重要,但生活的小事也不能忽略。想一想,在荒无人烟的孤岛上,如果你连家务都不会做,你能生存到吗?读完这部著作后,我不禁反问自己:“如果我像书中的鲁滨逊那样在大海遭到风暴,我能向他那样与风暴搏斗,最后逃离荒岛获救吗?恐怕我早已被那大海所淹没,被鱼虾所吞食;如果我漂流到孤岛,能活几天?一天?两天?我又能干些什么?我会劈柴吗?会打猎做饭吗?我连洗自己衣服还笨手笨脚呢!我们应该学习他这种不怕困难的精神,无论何时何地都坚强地活下去,哪怕只有一线希望也要争取,决不能放弃!我们要像鲁滨逊那样有志气、有毅力、爱劳动,凭自己的双手创造财富,创造奇迹,取得最后的胜利。

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评分

这个情节曲折,跌宕起伏的故事主要讲述的是主人公鲁滨逊•克罗索所乘坐的船在途中不幸遇到风暴触礁,船上水手、乘客全部遇难,唯有鲁滨逊幸存。海浪把他卷上了沙滩。在克服了最初的悲观与绝望之后,他凭借自己顽强的毅力,与大自然展开了英勇卓绝的斗争。他只身漂流到一个荒芜人烟的孤岛上。为了生存,他用沉船的桅杆做了木筏,一次又一次地把船上的食物、衣服、工具等运到岸上,并在小山边搭起帐篷定居下来。他依靠自己的双手和智慧,利用枪支和简单的工具,自力更生,自食其力地过起了荒凉的野岛生活。经过不懈的努力,他不仅有了自己的住所和家具,还有牧场、种植园,甚至还养了宠物。在如此艰难的情况下,能过上这样的生活,是很不容易的,这完全是他凭借自己的毅力和智慧创造的奇迹。

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