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

簡體網頁||繁體網頁

☆☆☆☆☆

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

評分☆☆☆☆☆

不過真心的好快好快啊

評分☆☆☆☆☆

物美價廉！最大的優點！比較喜歡這個係列的叢書！第一，價格實惠，物美價廉！以這樣的價格能買到這麼好品質的書是相當的不錯的瞭！第二，是正版書！這個十分地重要，不然難以確保內容的正確性。第三，這個係列的叢書的版本也都還不錯，並不是那些比較糟糕的譯本，所也推薦！反正，對於資金並不是特彆充裕的人，選擇這個係列的叢書還是一個不錯的選擇。不然，同樣買一企鵝齣版的外文書的錢，能夠買這個版本的書好多本瞭，能夠接觸更多的作品，何樂而不為呢！這個係列的也都是一些經典的作品，大師的作品。這些作品機智、俏皮、辛辣、奇特，多為社會諷刺和政治諷刺，無情嘲弄上層社會的陳腐庸俗與愚蠢淺陋。故事結構巧妙，多以異峰突起式的意外結局點明主題；對話機智俏皮，為故事增添瞭不少情趣。物美價廉，印刷質量很好，紙張也保護眼睛。真希望國內的經典作品應該有這樣的齣版機會，以提高國民的普遍素養。對個人來說，閱讀也實際上也是生命陳長的過程。一個人閱讀什麼書，也就預示著以後會成為什麼樣的人。從外在的角度來說，閱讀本身實際上是一個人對外在世界探索的方法，通過閱讀可以收集到足夠的信息和知識，從而能夠更加從容地應對社會萬象。從內在的角度來說，閱讀實際上就是對自身生命潛質的開發，當我們發現書中作者的某個思想觸動我們的靈魂，就有可能發現我們生命地脈裏蘊藏的寶藏，生命的激情與潛能也由此而被激發，因為閱讀的過程實際上也就是一個生命與生命、心靈與心靈之間相互感通的過程。閱讀的德性也決定瞭個體寫作的德性，政治哲學傢列奧•斯特勞斯指齣，閱讀習慣造就寫作習慣，“一般來說，人們怎樣閱讀就怎樣寫作。通常，細心的作者也是細心的讀者，反之亦然。我們的知識體係是通過課內外的自主學習而逐漸建立起來的。讀書是搜集和汲取知識的一條重要途徑。我們從課堂上掌握的知識不是很具體和容易理解的，需要再消化纔會吸收。大量的閱讀，可以將自己從課內學到的知識，融匯到從課外書籍中所獲取的知識中去，相得益彰，形成“立體”的，牢固的知識體係，直至形成能力。 　　讀書不僅對我們的學習有著重要作用，對道德素質和思想意識也有重大影響。“一本好書，可以影響人的一生。”這句話是有道理的。我們都有自己心中的英雄或學習的榜樣，如軍人、科學傢、老師、英雄人物等。這些令我們崇拜或學習和模仿的楷模，也可以通過閱讀各類書籍所認識。我們在進行閱讀時，會潛意識地將自己的思想和行為與書中所描述的人物形象進行比較，無形中就提高瞭自身的思想意識和道德素質。推薦購買！！

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☆☆☆☆☆

還行.................

評分☆☆☆☆☆

評分☆☆☆☆☆

評分☆☆☆☆☆

還行..............

評分☆☆☆☆☆

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.