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內容簡介

'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.

作者簡介

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.

目錄

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 [平裝] 下載 mobi epub pdf txt 電子書

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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. 本書旨在論述關於現代靈魂與一種新的審判權力之間相互關係的曆史，論述現行的科學一法律綜閤體的係譜。在這種綜閤體中。懲罰權力獲得瞭自身的基礎、證明和規則。擴大瞭自己的效應，並且用這種綜閤體掩飾自己超常的獨特性。本書所考察的懲罰權力的曆史包括三個階段：中世紀末和舊製度時期作為王權武器的酷刑；18世紀末，包括法國大革命時期人道主義的“再現”式懲罰；19世紀開始的、使用現代規訓技術的監獄和普遍化的監視。書中提到的“古典時期，不是指古希臘羅馬時期的古典古代，而是指近代絕對君主製和法國大革命時期，大體上與西方文學史上所說的古典主義文學時期一緻。本書中這一術語的用法與福柯其他著作中的用法也是一緻的。關於古典時期的懲罰權力，書中概括為“錶象的、戲劇性的、能指的、公開的、集體的方式”。這裏的錶象一詞在書中有的場閤根據上下文譯為“觀念”或“再現”。錶象或再現是福柯用以描述古典時期“權力一知識”綜閤體的一個重要術語。這種觀點是與他在1966年發錶的《詞與物》（英譯版《事物的秩序》）一脈相承的。在《詞與物》中，福柯考察瞭近代西方的“知識型的替嬗。其中，他認為17—18世紀古典時期知識型的特點是，詞並不直接錶示物，而是一種符號，而符號隻是對其他符號的“再現”。詞組成瞭享有特權的符號係統。人們用詞的秩序來再現物的秩序。

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評分☆☆☆☆☆

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.

評分☆☆☆☆☆

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