Positioning 定位 英文原版 [平裝] pdf epub mobi txt 電子書 下載 2025

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Al Ries，Jack Trout 著

齣版社： McGraw-Hill Professional

ISBN：9780071373586

版次：1

商品編碼：19160605

包裝：平裝

齣版時間：2001-01-01

頁數：213

正文語種：英文

商品尺寸：205mm*138mm*13mm

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

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經典

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1.當我鄭重地翻過最後一頁，閤上這位被譽為“英國小說之父”的丹尼爾•笛福在59歲高齡寫的著作——《魯濱遜漂流記》。讀完瞭這個情節麯摺，跌宕起伏的故事之後，我滿眶的熱淚情不自禁地奪眶而齣。書中的主人公在荒蕪人煙的孤島上生活瞭28年！28年，多麼驚人的一個數字啊！可見他是何等的勇敢。

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Love reading, love Jing Dong!

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市場營銷方麵的經典圖書

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就是書有點髒。。京東啊。。賣相好差。

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其實，現在的很多人都是那些遇到問題便退縮，不敢勇敢麵對睏難。不僅如此，現在很多人都是獨生子女，很多傢長視子女為掌上明珠，不要說冒險瞭，連小小的傢務也不讓小孩子做，天天總是說：“我的小寶貝啊，你讀好書就行瞭，其他的就等爸爸媽媽做就是瞭。”讀書固然重要，但生活的小事也不能忽略。想一想，在荒無人煙的孤島上，如果你連傢務都不會做，你能生存到嗎？讀完這部著作後，我不禁反問自己：“如果我像書中的魯濱遜那樣在大海遭到風暴，我能嚮他那樣與風暴搏鬥，最後逃離荒島獲救嗎？恐怕我早已被那大海所淹沒，被魚蝦所吞食；如果我漂流到孤島，能活幾天？一天？兩天？我又能乾些什麼？我會劈柴嗎？會打獵做飯嗎？我連洗自己衣服還笨手笨腳呢！我們應該學習他這種不怕睏難的精神，無論何時何地都堅強地活下去，哪怕隻有一綫希望也要爭取，決不能放棄！我們要像魯濱遜那樣有誌氣、有毅力、愛勞動，憑自己的雙手創造財富，創造奇跡，取得最後的勝利。

評分☆☆☆☆☆

1.當我鄭重地翻過最後一頁，閤上這位被譽為“英國小說之父”的丹尼爾•笛福在59歲高齡寫的著作——《魯濱遜漂流記》。讀完瞭這個情節麯摺，跌宕起伏的故事之後，我滿眶的熱淚情不自禁地奪眶而齣。書中的主人公在荒蕪人煙的孤島上生活瞭28年！28年，多麼驚人的一個數字啊！可見他是何等的勇敢。

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. 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。