Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.
Book Description
The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.
From Library Journal
Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare , LJ 10/15/85; Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up Marketing , McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. It will be requested by readers of the authors' earlier titles.
- William W. Sannwald, San Diego P.L.
Book Dimension
length: (cm)20.6 width:(cm)13.5
点击链接进入中文版:
22条商规:美国CEO最怕被竞争对手读到的商界奇书
01 领先定律: 市场营销的关键点,创造一个你能成为“第一”的新领域。成为第一胜过做得更好,在潜在客户心智中先入为主。 02 品类定律: 如果你不能第一个进入某个品类,那么就创造一个品类使自己成为第一。 03心智定律: 抢先进入顾客心智,要胜于抢先进入市场。 04 认知...
评分近日开始细读定位论大师阿尔·里斯、杰克·特劳特著的《22条商规》,书中真知灼见,令我大为叫绝!尤其结合这混乱不堪的直销市场,似有拔云见日之感!这里,我将我的读书笔记(摘要和感悟)发布出来供大家参考! “定位”(Positioning)一词,最早出现于1972年由当代营销...
评分The 22 Immutable Laws of Marketing,中文译名是《22条商规》,属于营销类经典丛书。里面提到的22条基本定律,每一条都隐含着声名显赫的企业,诸如GE,通用,IMB,丰田,成败兴衰的经验和教训,每一条都价值千金。此书也被誉为企业CEO“最怕竞争对手读到的奇书” 说实话,...
评分字字珠玑,第一个进入一个新种类,并启用全新的品牌名字,而不是简单的品牌延伸,更有助于消费者对你的产品清晰认知.是消费者的认知,不是产品本身,才是营销活动和宣传最首要考虑的因素. 在一个产品种类,若做不到第一位,仍然有机会保持和提升自己应有的市场份额,那就是不要模仿先行...
评分书中的商规简明扼要、透彻,可以帮助我们做领导的人反思自己的行为和改变自己的思维,真的很经典,不管你是什么企业的领导,强烈建议细品这本书,想创业的也要看看。
So goooooooood!
评分很简短,很经典,原版的读起来也比较有意思,不会有翻译误差
评分If u can not be first in a category, setup a new category u can be first in.
评分很简短,很经典,原版的读起来也比较有意思,不会有翻译误差
评分副标题是violate them at your own risk, 我感觉傻傻apply也是有risk的。套路那么多不应该才用143页草草解释啊!
本站所有内容均为互联网搜索引擎提供的公开搜索信息,本站不存储任何数据与内容,任何内容与数据均与本站无关,如有需要请联系相关搜索引擎包括但不限于百度,google,bing,sogou 等
© 2025 qciss.net All Rights Reserved. 小哈图书下载中心 版权所有