Positioning
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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 ...
在線閱讀本書(shū)
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
杰克?特勞特
全球最頂尖的營(yíng)銷(xiāo)戰(zhàn)略家，“定位”之父。
1969年提出商業(yè)中的“定位”觀念，并在實(shí)戰(zhàn)中不斷開(kāi)創(chuàng)與完善了定位理論。目前是特勞特全球伙伴公司（www.troutandpartners.com）總裁，該公司是美國(guó)最負(fù)盛名的國(guó)際營(yíng)銷(xiāo)咨詢公司之一，在全球26個(gè)國(guó)家設(shè)有分公司。他的作品有《定位》、《重新定位》、《商戰(zhàn)》、《什么是戰(zhàn)略》等暢銷(xiāo)書(shū)。
阿爾?里斯
全球最頂尖的營(yíng)銷(xiāo)戰(zhàn)略家，杰克?特勞特多年合伙人，定位理論創(chuàng)始人之一。
2008年，作為營(yíng)銷(xiāo)戰(zhàn)略領(lǐng)域的唯一入選者與管理學(xué)之父彼得?德魯克、GE前CEO杰克?韋爾奇一起并列美國(guó)《廣告時(shí)代》評(píng)選的“全球十大頂尖商業(yè)大師”。
譯者介紹
謝偉山
特勞特全球伙伴公司中國(guó)區(qū)合伙人。
深研定位理論多年，致力于傳播定位理論，譯著有《定位》、《簡(jiǎn)單的力量》、《終結(jié)營(yíng)銷(xiāo)混亂》、《重新定位》等書(shū)。實(shí)戰(zhàn)經(jīng)驗(yàn)豐富，服務(wù)案例...
杰克?特勞特
全球最頂尖的營(yíng)銷(xiāo)戰(zhàn)略家，“定位”之父。
1969年提出商業(yè)中的“定位”觀念，并在實(shí)戰(zhàn)中不斷開(kāi)創(chuàng)與完善了定位理論。目前是特勞特全球伙伴公司（www.troutandpartners.com）總裁，該公司是美國(guó)最負(fù)盛名的國(guó)際營(yíng)銷(xiāo)咨詢公司之一，在全球26個(gè)國(guó)家設(shè)有分公司。他的作品有《定位》、《重新定位》、《商戰(zhàn)》、《什么是戰(zhàn)略》等暢銷(xiāo)書(shū)。
阿爾?里斯
全球最頂尖的營(yíng)銷(xiāo)戰(zhàn)略家，杰克?特勞特多年合伙人，定位理論創(chuàng)始人之一。
2008年，作為營(yíng)銷(xiāo)戰(zhàn)略領(lǐng)域的唯一入選者與管理學(xué)之父彼得?德魯克、GE前CEO杰克?韋爾奇一起并列美國(guó)《廣告時(shí)代》評(píng)選的“全球十大頂尖商業(yè)大師”。
譯者介紹
謝偉山
特勞特全球伙伴公司中國(guó)區(qū)合伙人。
深研定位理論多年，致力于傳播定位理論，譯著有《定位》、《簡(jiǎn)單的力量》、《終結(jié)營(yíng)銷(xiāo)混亂》、《重新定位》等書(shū)。實(shí)戰(zhàn)經(jīng)驗(yàn)豐富，服務(wù)案例：王老吉涼茶、立白集團(tuán)、香飄飄奶茶、勁霸男裝、大長(zhǎng)江集團(tuán)（豪爵摩托）、燕京集團(tuán)、烏江涪陵榨菜、會(huì)稽山紹興酒、九陽(yáng)豆?jié){機(jī)、九龍齋酸梅湯、太陽(yáng)紙業(yè)、東阿阿膠、雅迪電動(dòng)車(chē)、方太廚電、哎呀呀、鄉(xiāng)村基快餐等
苑愛(ài)冬
特勞特全球伙伴公司中國(guó)區(qū)合伙人助理。
翻譯杰克?特勞特著作有：《營(yíng)銷(xiāo)革命》、《重新定位》、《大品牌大問(wèn)題》、《簡(jiǎn)單的力量》、《精靈的智慧》、《人生定位》等。