Author: Al Ries, Jack Trout
Translator: Jin-hwan An
Publisher: Eul-yu Munhwasa
267 pages | 206*185mm
| Important! Please read before you order! |
| >>>This book is written in Korean. |
About This Book
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 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 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.
Availability: Usually ships in 5~10 business days.
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