定位
Positioning
Al Ries、Jack Trout · 初版 1981 年
20人推荐
22位读者提及
41次提及
为什么值得读
- 阐明品牌延伸为何大多是坏主意
- 结合七喜等经典案例解析定位智慧
- 指导如何避免与巨头正面拼特性
“它以相当于两千万吨级核弹的威力震撼了营销界；二十年后的今天，对于新经济时代的广告人而言，Positioning 依然历久弥新，甚至更具现实意义。为纪念这部改变了整个行业的经典著作出版20周年，McGraw-Hill 再次力邀营销大师 Al Ries 与 Jack Trout 携手，将这本彻底改变广告运作模式的著作呈现给新一代广告从业者。”“作为首部探讨如何与心存疑虑的公众进行沟通的著作，Positioning 阐述了一种革命性的方法……
Hacker News 上怎么说
正在加载完整评论……
……技巧”听起来既实用又合情合理，比如这个例子）。营销人员有时候也会这么干，但他们其实应该用得更频繁一些。关于后一个话题，这本书绝对神作：http://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/00... 它解释了为什么品牌延伸几乎总是一个馊主意（比如“Google Play”，我的天哪！！！），以及为什么“七喜：非可乐”（7Up: the uncola）简直绝了。
…techniques" sound both useful and reasonable, for example). Marketers also do it, sometimes, but they should do it more. On this last topic, this book is absolutely fantastic: http://www.amazon.com/Positioning-The-Battle-Your-Mind/dp/00... It explains why brand extension is almost always a bad idea ("Google Play", OMG!!!!), and why "7Up: the uncola" is genius.
……要么与众不同，要么消亡（Differentiate or Die）- 杰克·特劳特、史蒂夫·里夫金。——书名说明了一切。 快鱼吃慢鱼（It's Not The Big That Eat The Small, It's The Fast That Eat The Slow）- 杰森·詹宁斯 22条商规（The 22 Immutable Laws of Marketing）- 杰克·特劳特、艾·里斯 定位：争夺用户心智的战争（Positioning: The Battle for Your Mind）- 艾·里斯、杰克·特劳特、菲利普·科特勒 跨越鸿沟（Crossing the Chasm）- 杰弗里·摩尔 掌控复杂销售（Mastering The Complex Sale）- 杰夫·苏尔——书中梳理出的一套销售打法，我认为是……之一
…Die - Jack Trout, Steve Rivkin. - Title says it all. It's Not The Big That Eat The Small, It's The Fast That Eat The Slow - Jason Jennings The 22 Immutable Laws of Marketing - Jack Trout and Al Ries Positioning: The Battle for Your Mind - Al Ries, Jack Trout, Philip Kotler Crossing the Chasm - Geoffrey Moore Mastering The Complex Sale - Jeff Thull - lays out an approach to selling that I believe is one of…
……这七本书：《人性的弱点》（How to Win Friends and Influence People），戴尔·卡耐基著 《思考致富》（Think and Grow Rich），拿破仑·希尔著 《高效能人士的七个习惯》（Seven Habits of Highly Effective People），史蒂芬·柯维著 塞斯·高汀写的{任何书} 《定位》（Positioning），艾·里斯著 《搞定》（Getting Things Done），大卫·艾伦著 《领导力21法则》（21 Laws of Leadership），约翰·麦克斯韦尔著
…these seven books: How to Win Friends and Influence People by Dale Carnegie Think and Grow Rich by Napoleon Hill Seven Habits of Highly Effective People by Stephen Covey {anything} by Seth Godin Positioning by Al Ries Getting Things Done by David Allen 21 Laws of Leadership by John Maxwell
确实是这样，关于定位有一本很实用的书：https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/00... 另外，要想避免跟体量更大的大厂陷入一场拼 feature 的殊死肉搏，一种破局思路是换个角度去考虑……
This is true, and a useful book on positioning is: https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/00... Furthermore, one way to avoid ending up in a feature for feature fight to the death with a bigger player is to think instead in terms…
……我就随手留几本推荐的书吧。 https://www.amazon.com/Discipline-Market-Leaders-Customers-D... https://www.amazon.com/Differentiate-Die-Survival-Killer-Com... https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/00... https://www.amazon.com/Its-that-Small-Fast-Slow/dp/006662053...
…I'll just leave a couple of book recommendations. https://www.amazon.com/Discipline-Market-Leaders-Customers-D... https://www.amazon.com/Differentiate-Die-Survival-Killer-Com... https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/00... https://www.amazon.com/Its-that-Small-Fast-Slow/dp/006662053...
有几本可能值得考虑翻翻： https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007... https://www.amazon.com/Positioning-Battle-Your-Mind-Annivers... https://www.amazon.com/Differentiate-Die-Survival-Killer-Com... https://www.amazon.com/What-Sticks-Advertising-Guarantee-Suc... https://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/14...
A couple that might be worth considering: https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007... https://www.amazon.com/Positioning-Battle-Your-Mind-Annivers... https://www.amazon.com/Differentiate-Die-Survival-Killer-Com... https://www.amazon.com/What-Sticks-Advertising-Guarantee-Suc... https://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/14...