Al Ries

Jack Trout

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.

Positioning: The Battle for Your Mind

22 Immutable Laws of Branding. Abridged.

the battle for your mind

Positioning

Laura Ries

De acordo com a teoria revolucionária de Charles Darwin, batizada de ?a grande árvore da vida?, novas espécies surgem da divergência das já existentes. Neste livro, Al e Laura Ries aplicam a idéia revolucionária de Darwin sobre evolução aos processos de branding e apontam: as oportunidades de mercado estão na divergência.

A Origem das Marcas

Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.

The 22 Immutable Laws of Marketing

A Queda da Publicidade e a Ascenção das Relações Públicas

La guerra del marketing

PR ist die bessere Werbung!

Esta edição especial do internacional de marketing revela como as empresas de hoje podem obter vantagens contra reais concorrentes, combatendo e enfrentando direta e indiretamente seus opositores. Os autores examinam vinte anos passados de campanhas de marketing, apresentando novas e profundas análises de alguns dos maiores sucessos e fracassos na história do marketing. Ries e Trout explicam como conceber planos de ataques que funcionarão de acordo com a categoria de produtos ou setor de negócios. Os autores mostram - As estratégias essenciais de marketing que a maioria das empresas - tanto grandes quanto pequenas - deveria saber ao desenvolver um programa de marketing; Os princípios que devemos conhecer das guerras de marketing ofensiva, defensiva, de flanqueamento e guerrilha; Reproduções de propagandas de sucesso e não tão bem-sucedidas, com os comentários dos autores sobre por que funcionaram ou fracassaram; Um follow-up valioso sobre os líderes de mercado.

Marketing de guerra: edição histórica - 20 anos

Using examples and anecdotes from their own consulting business, Al and Laura Ries demonstrate how Internet branding really works, who can benefit most from it, and where traditional marketing can still fit in.

The 11 Immutable Laws of Internet Branding

The only way to stand out in today's and tomorrow's - cluttered marketplace is to build your product or service into a brand. The renowned marketing guru and author of The 22 Immutable Laws of Marketing demonstrates how to build any product or service into a world-class brand.

Al Ries

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