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Позиционирование. Битва за узнаваемость
- Джек Траут, Эл Райс. Ключевые идеи книги
- Narrated by: Ольга Ганкова
- Length: 22 mins
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Позиционирование. Битва за узнаваемость
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Publisher's summary
Эту книгу назвали потрясением рекламного рынка мощностью 20 мегатонн. Концепция Райса и Траута - позиционирование брендинга, маркетинга и управления продуктами. Каждый бизнесмен, который планирует продвижение нового товара или создание тематического сообщества в интернете, вольно или невольно вынужден заниматься позиционированием - битвой за умы. Авторы предлагают анализ феноменальных успехов и неудач мира рекламы за последние 70 лет. Они подчеркивают, что человеческое сознание - это "поле боя" для маркетологов и рекламистов. Позиционирование - направленные манипуляции сознанием потенциальных покупателей, которые приводят к узнаванию и покупке товара. А для этого нужно хорошо понимать свою целевую аудиторию. Реклама сработает, только если она подстроена под сознание клиента.
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