The new positioning : the latest on the world's #1 business strategy

The new positioning the latest on the world's #1 business strategy

By the author of "Positioning", this text has been updated with new examples and Jack Trout's new perspectives on the "battle" for the consumer's mind.

Detalles Bibliográficos
Otros Autores: Trout, Jack, author (author), Rivkin, Steve, 1947- author
Formato: Libro electrónico
Idioma:Inglés
Publicado: New York, New York : McGraw-Hill [1996]
Edición:1st edition
Materias:
Positioning (Advertising)
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627565306719
Tabla de Contenidos:
  • Introduction
  • pt. 1. Understanding the Mind
  • 1. Minds Can't Cope
  • 2. Minds Are Limited
  • 3. Minds Hate Confusion
  • 4. Minds Are Insecure
  • 5. Minds Don't Change
  • 6. Minds Can Lose Focus
  • pt. 2. Dealing with Change
  • 7. Repositioning: Where Positioning Is At
  • 8. Repositioning a Software Company
  • 9. Repositioning an Ice Cream Company
  • 10. Repositioning an Accounting Firm
  • 11. Repositioning Political Candidates
  • 12. Repositioning a Television Show
  • 13. Repositioning an Oil Company
  • pt. 3. The Tricks of the Trade
  • 14. Minds Work by Ear
  • 15. Secrets to Finding a Good Name
  • 16. Getting Around a Bad Name
  • 17. Naming a Category
  • 18. Research Can Confuse You
  • 19. The Positioning Power of PR
  • 20. Six Positioning Pitfalls
  • 21. The Right People in the Room
  • Index.

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