Al Ries - Böcker

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.

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand-and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class 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.

In their trademark witty style, the Rieses draw upon ten years of research in order to present lively case studies showing how successful brands are developed. Exploring some of the most powerful brands and products of all time, they provide penetrating analysis into the marketing methods that built and established them. Ries and Ries 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." They also discuss the importance of public relations, protecting the brand, and when to give up on an existing brand. They go on to show how one of the most effective techniques for creating new brands is to branch them off of already successful products or services. The authors contend that the principle applies in every category - beer, water, cola, insurance, software, computer hardware, retail, restaurants, clothing, etc. - and they examine the notion through their cases and examples.In contrast, they also look at the disasters created when products, services - or companies - are pushed together in misguided attempts to create new brands. Best example is the merger between AOL and Time-Warner.

You've got your hands on one of the greatest marketing manuals ever written--the classic that defines the strategies, plans, and campaigns of today's marketing battlefield. Marketing is war. To triumph over the competition, it's not enough to target customers. Marketers must take aim at their competitors - and be prepared to defend their own turf from would-be attackers at all times. This indispensable guide gives smart fighters the best tactics - defensive, offensive, flanking, and guerrilla. It's the book that wrote the new rules! Praise For "Marketing Warfare": "By far the most valuable and exiting business book to come along in years." - "Glamour". "Had Coca-Cola only listened to Trout and Ries, it would have known that to tamper with the Real Thing would be to court disaster." - "New York". "Chock-a-block with examples of successful and failed marketing campaigns...Makes for a very interesing and relevant read." - "USA Today".

The first book to deal with the problems of communicating to a skeptical public, Positioning describes the revolutionary approach to creating a “position” in a prospective customer’s mind that reflects a company’s own strengths and weaknesses as well as those of its competitors. Fully updated and revised.

Although the landscape of research funding is continually changing, over the past several years one feature has remained consistent: people who are young in their careers are expected to take on not only the responsibility of applying for external funding, but are also required to get it, manage it, and renew it in order to keep their research programs, projects, and careers viable. The Research Funding Guidebook begins at the point many grant seekers can identify withùrejection. Part I emphasizes how to resubmit unfunded applications to make them more competitive. The material contained in this section is invaluable, especially since funding sources are now limiting the number of times the same application can be resubmitted. Part II goes on to highlight the practical issues of a project after funding has been obtained. Here, the authors provide a map of the people and places that must become part of a researcherÆs daily and weekly routine. The guidance provided in this part of the book includes a checklist that can be used to aid the newly funded investigatorÆs progress. Time management, an essential but often overlooked feature of research funding, is also dealt with in this section. The subjects of other sections of this volume include the "small business" aspects of maintaining funding for a project, and the process of targeting continued funding by determining the next fundable step of a project. This is a hands-on guide that will never be far from the reach of those using it. Topics like what to include in a project proposal, tips for competitive writing, and how to select funding sources are easily accessed. In addition, helpful checklists and samples are provided along the way. These practical features and the comprehensive, up-to-date information presented make The Research Funding Guidebook an indispensable reference for new and experienced investigators alike. Anyone interested in research funding in any academic discipline will find this book useful.

Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction A brand becomes stronger when you narrow its focus The Law of the Word A brand should strive to own a word in the mind of the consumer The Law of Fellowship In order to build the category, a brand should welcome other brands World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.

Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.