Posicionamiento: la batalla por su mente

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McGraw-Hill, 1981 - Business & Economics - 246 pages
This business classic deals with the problems of communicating to a skeptical, media-blitzed public.

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Contents

Introduction
1
Getting Into the Mind
21
Those Little Ladders In Your Head
33
Copyright

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About the author (1981)

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of "The 22 Immutable Laws of Branding" and "The Fall of Advertising and the Rise of PR", which was a "Wall Street Journal" and a "BusinessWeek" bestseller, and, most recently, "The Origin of Brands". Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.

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