图书标签: Marketing 市场营销 定位 管理 positioning 營銷 营销 经典
发表于2024-05-19
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
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
评分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
评分原版比翻译版好
很多人把《定位》当作广告行业的指津,还有人把它当作市场营销和公关的圣经,甚至有人把它看作人生励志的指南,这些的确都不错,无疑突出了《定位》在现代商业社会的思想地位,每个读者看它,就像金庸武侠小说《侠客行》中侠客岛石壁上那首隐含绝顶神功的《侠客行》诗句,每个...
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...
评分1、A理论和J理论的区别。J理论就是JAPAN日本模式,里斯对A理论深恶痛绝,所以很多负面案例都是日本企业,A理论就是AMERICA美国模式。A理论的核心是“越狭窄越好”,代表案例是戴尔、英特尔、微软。J理论的核心是“越宽广越好”,代表案例是富士通。 2、定位不是从自身优势开始...
评分书名:《定位——有史以来对美国营销影响最大的观念》 作者:阿尔•里斯、杰克•特劳特 出版社:机械工业出版社/2011年1月第1版 【定位是一切战略的开始!】 【定位,就是占领顾客的心智,让他没有别的“选择”,只能“选择”你。】 特劳特致中国读者: 中国正处在一个至...
评分Positioning pdf epub mobi txt 电子书 下载 2024