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正版 21世纪的定位(英文版) [美]艾·里斯,[美]劳拉·里斯,张云
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Chapter 1: Globalism / 1
Chapter 2: Urbanism / 24
Chapter 3: Ultra-Tech / 32
Chapter 4: Internet / 57
Chapter 5: Categories / 77
Chapter 6: Brand Names / 96
Chapter 7: Competitors / 116
Chapter 8: Duality / 132
Chapter 9: Visual Hammer / 151
Chapter 10: Unforgettable Slogans / 166
Chapter 11: Public Relations / 181
Chapter 12: Multiple Brands / 201
Chapter 13: 20th Century Positioning Principles / 218
Chapter 14: 21st Century Positioning Principles / 227
AL RIES,Top marketing strategist in the world, Father of Positioning. Al Ries and Jack Trout co-authored the world-famous marketing classics like “Positioning”, “Marketing Warfare”, “Bottom-up Marketing”, “The 22 Immutable Laws of Marketing”, “Morse Sense”, etc. As the first author, he contributed the core ideas in these works and wrote the main content. Since the 1990s, Al Ries and his daughter Laura Ries have published such works as “Focus”, “The Origin of Brands: How product Evolution Creates Endless Possibilities for New Brands”, “War in the Boardroom” …which brought the Positioning Theory to a new peak. Al Ries has been selected as the “TOP 10 Favorite Business Gurus” by the US authoritative media, and has also been selected as “2016 Marketing Hall of Fame Inductee” on behalf of the Positioning Theory by the American Marketing Association.
LAURA RIES,President of Ries & Ries, daughter and partner of Al Ries, Father of Positioning. An outstanding successor of positioning theory,the recognized master of marketing strategy in the United States. Specially invited strategy advisor for channels and columns such as Fox News, CNBC, ABC and CNN, she also provides brand strategy consulting services forcompanies in Fortune Global 500. She has co-authored lots of classic commercial books such as “The 22 Immutable Laws of Branding”,“The Origin of Brands: How product Evolution Creates Endless Possibilities for New Brands”, “War in the Boardroom”,etc.
Simon Zhang,Global Partner of Al Ries, General manager and strategic positioning expert of Ries & Partner China. One of the founders and practitioners of category strategy, new development of positioning theory. He has been devoted to the strategic method research and China practice for many years. In 2007, due to the deep research, dissemination and practice of strategic thinking of Ries, Mr. Al Ries, the father of the positioning, personally approved and authorized the fifth partner in the world.
定位理论诞生已经50周年了,在过去的50年中,市场营销和整个世界都发生了许多变化。
很多在20世纪奏效的营销方法在21世纪不再有效,全球顶*营销战略家、\"定位之父\"艾·里斯封笔之作,引领你在未来几年的商业竞争中取胜。
注意!很多在20世纪奏效的营销方法在21世纪不再有效。
以下是20世纪发展出来的7条定位原则:
(1) 心智,而非市场
(2) 寻找心智中的空缺
(3) 聚焦,而非延伸
(4) 不同,而非更好
(5) 品牌名就是定位
(6) 竞争,而非顾客导向
(7) 二元性
以下是将在21世纪奏效的定位原则:
(1) 全球,而非国内
(2) 互联网是一个全新的品类
(3) 品类比品牌更重要
(4) 视觉锤
(5) 难忘的口号
(6) 公关,而非广告
(7) 多品牌
让这些定位原则在未来几年里引导你在商业竞争中胜出。
定位理论诞生已经50周年了,在过去的50年中,市场营销和整个世界都发生了许多变化。
很多在20世纪奏效的营销方法在21世纪不再有效,*营销战略家、"定位之父"艾·里斯封笔之作,你在未来几年的商业竞争中取胜。
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