Positioning: The Battle for Your Mind

Positioning: The Battle for Your Mind

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  • Author: Al Ries
  • Publisher: McGraw Hill Professional
  • ISBN: 0071705872
  • Category : Business & Economics
  • Languages : en
  • Pages : 224

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.


Obviously Awesome

Obviously Awesome

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  • Author: April Dunford
  • Publisher:
  • ISBN: 9781999023003
  • Category : Business & Economics
  • Languages : en
  • Pages : 0

You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.


Positioning for Professionals

Positioning for Professionals

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  • Author: Tim Williams
  • Publisher:
  • ISBN: 9781119199939
  • Category : Branding (Marketing)
  • Languages : en
  • Pages : 188

"It's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. Positioning for Professionals shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as: How and why professional service brands become homogenized. Why standing for everything is the same as standing for nothing. Why there's no such thing as full service. Deep and narrow as a strategic imperative. Why it's better to be a profit leader than a market leader. Differentiation and price premiums. How to map your brand on the matrix of relevance and differentiation. How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best. Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, Positioning for Professionals is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms."--


7 Powers

7 Powers

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  • Author: Hamilton Helmer
  • Publisher:
  • ISBN: 9780998116303
  • Category : Business & Economics
  • Languages : en
  • Pages : 210

7 Powers details a strategy toolset that enables you to build an enduringly valuable company. It was developed by Hamilton Helmer drawing on his decades of experience as a strategy advisor, equity investor and Stanford University teacher. This is must reading for any business person and applies to all businesses, new or mature, large or small.


The Scribe Method

The Scribe Method

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  • Author: Tucker Max
  • Publisher: Lioncrest Publishing
  • ISBN: 1544514050
  • Category : Reference
  • Languages : en
  • Pages : 300

Ready to write your book? So why haven’t you done it yet? If you’re like most nonfiction authors, fears are holding you back. Sound familiar? Is my idea good enough? How do I structure a book? What exactly are the steps to write it? How do I stay motivated? What if I actually finish it, and it’s bad? Worst of all: what if I publish it, and no one cares? How do I know if I’m even doing the right things? The truth is, writing a book can be scary and overwhelming—but it doesn’t have to be. There’s a way to know you’re on the right path and taking the right steps. How? By using a method that’s been validated with thousands of other Authors just like you. In fact, it’s the same exact process used to produce dozens of big bestsellers–including David Goggins’s Can’t Hurt Me, Tiffany Haddish’s The Last Black Unicorn, and Joey Coleman’s Never Lose a Customer Again. The Scribe Method is the tested and proven process that will help you navigate the entire book-writing process from start to finish–the right way. Written by 4x New York Times Bestselling Author Tucker Max and publishing expert Zach Obront, you’ll learn the step-by-step method that has helped over 1,500 authors write and publish their books. Now a Wall Street Journal Bestseller itself, The Scribe Method is specifically designed for business leaders, personal development gurus, entrepreneurs, and any expert in their field who has accumulated years of hard-won knowledge and wants to put it out into the world. Forget the rest of the books written by pretenders. This is the ultimate resource for anyone who wants to professionally write a great nonfiction book.


Positioning for Advantage

Positioning for Advantage

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  • Author: Kimberly A. Whitler
  • Publisher: Columbia University Press
  • ISBN: 0231548117
  • Category : Business & Economics
  • Languages : en
  • Pages : 327

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.


Bontrager. Manual de Posiciones Y Técnicas Radiológicas

Bontrager. Manual de Posiciones Y Técnicas Radiológicas

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  • Author: John Lampignano
  • Publisher: Elsevier
  • ISBN: 8491133445
  • Category :
  • Languages : es
  • Pages : 338

Este manual que presenta 217 proyecciones o posiciones, ayuda al técnico a reforzar sus habilidades básicas en radiología y ofrece listas de instrucciones, junto con fotografías que muestran la correcta colocación de los pacientes, para ayudar a posicionarlos de manera segura y fiable durante los estudios radiográficos más frecuentes. Incorpora nuevas gráficas de técnicas actualizadas que recogen las más recientes recomendaciones para radiografía computarizada y digital. Asimismo, incluye nuevas imágenes radiográficas basadas en los estándares de posicionamiento en las que se describen cada una de las posiciones, acompañadas de un breve resumen de los factores de calidad que se pueden utilizar como matriz para la evaluación de una imagen. Además, añade una nueva posición a la AP axial apical, con información y fotografías. Manual que ayuda al técnico a reforzar sus habilidades básicas en radiología. Presenta 217 proyecciones o posiciones junto a listas de instrucciones y fotografías que muestran un posicionamiento más seguro y fiable de los pacientes durante los estudios rafiográficos. Incorpora gráficas de técnicas actualizadas que recogen recomendaciones recientes para radiografía computarizada y digital. Incluye nuevas imágenes radiográficas, basadas en los estándares de posicionamiento que describen cada una de las posiciones y añade una nueva posición a la AP axial apical, con información y fotografías.


Competitive Positioning

Competitive Positioning

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  • Author: Richard D. Czerniawski
  • Publisher: Hudson House Publishing
  • ISBN: 9781587769146
  • Category : Advertising
  • Languages : en
  • Pages : 0

It takes healthy brands to succeed in today's chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an "age of sameness," where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and/or enhanced features is not enough to win customers and create loyalty. COMPETITIVE POSITIONING - BEST PRACTICES FOR CREATING BRAND LOYALTY empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand a brand that will connect emotionally with the heart, and remain uppermost in your customers' minds. Step by step, you'll learn best practices that will enable you to develop a competitive positioning.


Marketing Strategy and Competitive Positioning, 7th Edition

Marketing Strategy and Competitive Positioning, 7th Edition

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  • Author: Prof Graham Hooley
  • Publisher: Pearson UK
  • ISBN: 129227655X
  • Category : Business & Economics
  • Languages : en
  • Pages : 1031

Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.


Local Positioning Systems

Local Positioning Systems

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  • Author: Krzysztof W. Kolodziej
  • Publisher: CRC Press
  • ISBN: 1420005006
  • Category : Technology & Engineering
  • Languages : en
  • Pages : 488

Local Positioning Systems: LBS Applications and Services explores the possible approaches and technologies to location problems including people and asset tracking, mobile resource management, public safety, and handset location-based services. The book examines several indoor positioning systems, providing detailed case studies of existing applications and their requirements, and shows how to set them up. Other chapters are dedicated to position computation algorithms using different signal metrics and determination methods, 2D/3D indoor map data and location models, indoor navigation, system components and how they work, privacy, deployment issues, and standards. In detail, the book explains the steps for deploying a location-enabled network, including doing a site-survey, creating a positioning model and floor maps, and access point placement and configuration. Also presented is a classification for network-based and ad-hoc positioning systems, and a framework for developing indoor LBS services. This comprehensive guide will be invaluable to students and lecturers in the area of wireless computing. It will also be an enabling resource to developers and researchers seeking to expand their knowledge in this field.