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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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就是书有点脏。。京东啊。。卖相好差。

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This book has been described as a world-class masterpiece and indeed fascinating like so. Once I open this book, I just can’t put it down. Thus I recommend this book for all of you, my dear friends. This book has been described as a masterpiece, and for good reason. Through this "genealogy" of history, Foucault shows us how modern society has become penal and coercive in nature; and perhaps more importantly, that all us now live in the midst of an abstract, authoritative public "gaze." Discipline and Punish is still relevant for today, even though the Panopticon has vanished. I think this book is brilliant and disturbing. It is not always easy to read, but then, what book worth reading is? Foucault is given to dramatic images, and he does little to mitigate the impact of these images on the reader. Perhaps he is really trying to increase this impact. Since he is attempting to counter the powers of normalization, he may need all of the momentum he can get. 本书旨在论述关于现代灵魂与一种新的审判权力之间相互关系的历史，论述现行的科学一法律综合体的系谱。在这种综合体中。惩罚权力获得了自身的基础、证明和规则。扩大了自己的效应，并且用这种综合体掩饰自己超常的独特性。本书所考察的惩罚权力的历史包括三个阶段：中世纪末和旧制度时期作为王权武器的酷刑；18世纪末，包括法国大革命时期人道主义的“再现”式惩罚；19世纪开始的、使用现代规训技术的监狱和普遍化的监视。书中提到的“古典时期，不是指古希腊罗马时期的古典古代，而是指近代绝对君主制和法国大革命时期，大体上与西方文学史上所说的古典主义文学时期一致。本书中这一术语的用法与福柯其他著作中的用法也是一致的。关于古典时期的惩罚权力，书中概括为“表象的、戏剧性的、能指的、公开的、集体的方式”。这里的表象一词在书中有的场合根据上下文译为“观念”或“再现”。表象或再现是福柯用以描述古典时期“权力一知识”综合体的一个重要术语。这种观点是与他在1966年发表的《词与物》（英译版《事物的秩序》）一脉相承的。在《词与物》中，福柯考察了近代西方的“知识型的替嬗。其中，他认为17—18世纪古典时期知识型的特点是，词并不直接表示物，而是一种符号，而符号只是对其他符号的“再现”。词组成了享有特权的符号系统。人们用词的秩序来再现物的秩序。

评分☆☆☆☆☆

正版，值得一看，非常好

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这么贵，得好好看，坚持连贯地看完

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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。

评分☆☆☆☆☆

这么贵，得好好看，坚持连贯地看完

评分☆☆☆☆☆

好

评分☆☆☆☆☆

好

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