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📒Positioning The Battle For Your Mind ✍ Al Ries
📝Positioning The Battle for Your Mind Book Synopsis : 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.
📒Brand Positioning ✍ Subroto Sengupta
📝Brand Positioning Book Synopsis : How do you give your brand a competitive edge in a 'me-too' situation? How do you differentiate your brand and give it a distinctive identity? How, in short, do you secure competitive advantage for your brand? Especially in a 'mine-too' situation. The author answers all these questions and more, by discussing the concepts and principles involved in developing sound positioning strategy. He brings into focus its practice and applications with cases and examples from the Indian market. A large number of packaged goods, as well as some widely used durables such as two-wheelers, TV sets, etc. have been analysed. The second edition has new chapters on positioning of services and celebrity endorsements. Also new cases and examples have been included. With this coverage, the book will help markets and advertisers create sound positioning strategies for their brands.
📒Planning And Positioning In Mri ✍ Anne Bright
📝Planning and Positioning in MRI Book Synopsis : A comprehensive highly visual reference to the planning and positioning of the patient and the coil in MR imaging. Anne Bright, Royal North Shore Hospital, Australia.
📒Branding Positioning And Segmentation At Volkswagen ✍ Volker Schmid
📝Branding Positioning and Segmentation at Volkswagen Book Synopsis : Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), course: Strategic Marketing, 30 entries in the bibliography, language: English, abstract: This paper analysis the case study "VW Phaeton" by Rohm and Murphy (2005) about the launch of a luxury car by Volkswagen. Since the introduction of the VW Phaeton in May 2002, Volkswagen has been under pressure as the company did not reach their sales forecast, experiencing dramatic financial losses (Weernink, 2002). It comments on the strategy of VW in terms of branding and positioning. It also considers segmentation, niche and mass marketing as essential issues for VW. Various aspects of these issues are discussed as well as their relationship to customer loyalty, and how they contribute to a business success. Finally, it is summarised why the future of the VW Phaeton is considered to be a bleak. It could be shown that positioning is an outgrowth of segmentation, and therefore, presents an integral part of VW's strategy. The paper shows that VW introduced the VW Phaeton to move up-market, and to polish the VW brand. However, the company did underestimate their own brand, which is associated with a people's car. At the same time, Volkswagen missed to serve highly potential segments in the middle-class segment. In order to position the VW Phaeton in the upper-class, a comprehensive marketing campaign was launched, which could not add the missing emotional and prestige value to the VW brand. In the final section, it is argued why the future of the VW Phaeton is a bleak - mainly because of a strategic failure regarding the branding strategy.
📒Clark S Positioning In Radiography 13e ✍ A. Stewart Whitley
📝Clark s Positioning in Radiography 13E Book Synopsis : First published in 1939, Clark’s Positioning in Radiography is the preeminent text on positioning technique for diagnostic radiographers. Whilst retaining the clear and easy-to-follow structure of the previous edition, the thirteenth edition includes a number of changes and innovations in radiographic technique. The text has been extensively updated, including a new section on evaluating images, The 10-point plan, which is linked throughout to a listing of Essential image characteristics for each procedure. The section on digital imaging has been expanded not only to elaborate more extensively on the technology but to demonstrate its various clinical applications. New sections also include imaging informatics and its role in the modern world of medical imaging, holistic approaches to patient care and discussion of the important aspect of the patient journey. Students will also benefit from more detailed reference to positioning errors and how to avoid mistakes, as well as a greater emphasis on standard radiation protection measures and guidance on the most recent radiation dose reference levels for specific examinations. Clark’s Positioning in Radiography continues to be the definitive work on radiographic technique for all students on radiography courses, radiographers in practice and trainee radiologists.
📒Brand Is A Four Letter Word ✍ Austin McGhie
📝Brand is a Four Letter Word Book Synopsis : Argues that to achieve success the focus of marketers should be on positioning and that branding is a product of marketplace response.
📒Breakthrough Branding ✍ Suzanne Walters
📝Breakthrough Branding Book Synopsis : Branding provides a unique way for a library to distinguish itself: its identity, personality, and image. Drawing on five vividly unique case studies from libraries across the country, Breakthrough Branding: Positioning Your Library to Survive and Thrive shows how to mesh your library’s brand deeply and seamlessly within your internal culture, to leverage and better position your brand for the audiences you serve, and develop and implement promotional strategies and tactics consistent with your objectives. Experienced marketers and branding consultants Suzanne Walters and Kent Jackson offer clear advice regarding the art and science of library branding, advocacy, ethical considerations, marketing management and evaluation throughout the book’s three sections: “Branding” explains what a brand is and how to assess, develop and utilize your brand as an important institutional asset, with insider tips on environmental scanning, market research, and situation analysis; “Positioning” leads you through the process of effectively addressing your target audiences; “Promotion” helps you develop an integrated marketing communication strategy, including how to craft on-target messages, leverage your online presence to inform and engage with community members, and capitalize on traditional marketing channels, with guidance on public relations, event strategies, email, websites, and more.
📒Satellite And Terrestrial Radio Positioning Techniques ✍ Davide Dardari
📝Satellite and Terrestrial Radio Positioning Techniques Book Synopsis : Information about the position of a user's mobile handheld (wireless) device allows a network operator to pinpoint the position of a customer in relation to their network infrastructure. This technology enables a multitude of applications in a wide range of fields: sensor networks, geographic information, location management, location-based billing, emergency services, location-based advertising, intelligent transportation, and leisure applications, among others. The availability of a ubiquitous, ever-available positioning system...
📒Introduction To Gps ✍ Ahmed El-Rabbany
📝Introduction to GPS Book Synopsis : If you're looking for an up-to-date, easy-to-understand treatment of the GPS (Global Positioning System), this one-of-a-kind resource offers you the knowledge you need for your work, without bogging you down with advanced mathematics. It addresses all aspects of the GPS, emphasizes GPS applications, examines the GPS signal structure, and covers the key types of measurement being utilized in the field today.
📒Positioning For Professionals ✍ Tim Williams
📝Positioning for Professionals Book Synopsis : 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.