Positioning

Opis książki: Positioning

The Battle for Your Mind, the groundbreaking book that introduced the concept of positioning and which has acquired the stature of the "bible" for successive generations of marketers and advertisers. Featuring a new commentary by the authors offering a fresh perspective on why positioning is even more important today that it was 20 years ago, along with their in-depth analyses of some of the biggest marketing successes (and failures) of the past two decades, this new edition of the 1980 classic is must reading for marketers, advertisers, and business readers who know that winning isn't really about having the best product or service, but planting the right message in customers heads and keeping it there.