Al Ries je uznávaný marketingový stratég a autor, ktorý spoluzaložil firmu Ries & Ries. Spolu s Jackom Troutrom vytvoril koncept „positioningu“ v marketingu, kľúčovú teóriu, ktorá zmenila spôsob, akým sú značky vnímané. Jeho práce zdôrazňuje silu jednoduchých, prenikavých myšlienok v preplnenom trhovom prostredí. Ries sa zameriava na strategické myslenie a jasnú komunikáciu, aby pomohol firmám vyniknúť a získať dominantné postavenie vo svojom odbore.
Like the 20th Anniversary Edition of the best-selling Positioning, this Anniversary Edition of Marketing Warfare will allow the authors to annotate and expand upon their classic.
The authors of the bestselling Positioning: The Battle for Your Mind, now compare marketing to war--where competition is the enemy and the customer is the ground to be won.
This business classic deals with the problems of communicating to a skeptical, media-blitzed public.
There are laws of nature, so why shouldn't there be laws of marketing? As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning —note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing , Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.
This 20th Anniversary Edition makes available to business and marketing professionals---including tens of thousands of Ries and Trout groupies, worldwide---the work that forever changed the way marketing strategy is done. schovat popis
In this new book by the bestselling author of The 22 Immutable Laws of Marketing, Al Ries shows why companies should focus on core products and get rid of extraneous, energy-wasting ventures. In industry after industry, it's the narrowly focused companies that are the big winners. With increased competition and the globalization of business, the future belongs to the company that can narrow its focus in order to dominate its industry. Using examples of companies from a variety of traditional and new industries - from airlines to video stores to fast food to software - Ries offers concrete, no-nonsense advice on how to own a category in the customer's mind, the way Volvo owns "safety," BMW owns "driving," and FedEx owns "overnight."
From the bestselling authors of Marketing Warfare comes another winner that turns conventional views of marketing upside-down, presenting a step-by-step approach to turn an effective tactic into an overall business strategy.
The only way to stand out in today's and tomorrow's - cluttered marketplace is to build your product or service into a brand. The renowned marketing guru and author of The 22 Immutable Laws of Marketing demonstrates how to build any product or service into a world-class brand.
Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.
Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
