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Brand Positioning

Author : Subroto Sengupta
ISBN : 9780070581593
Genre : Business & Economics
File Size : 43.43 MB
Format : PDF, ePub
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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.
Category: Business & Economics

Positioning The Battle For Your Mind

Author : Al Ries
ISBN : 9780071705875
Genre : Business & Economics
File Size : 49.19 MB
Format : PDF, Docs
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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.
Category: Business & Economics

Handbook Of Radiographic Positioning For Veterinary Technicians

Author : Margi Sirois
ISBN : 9781435426030
Genre : Science
File Size : 60.9 MB
Format : PDF, Kindle
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The Handbook of Radiographic Positioning for Veterinary Technicians is specifically designed for use as an aid in learning radiographic positioning techniques and as a practical guide for everyday use in the small animal clinic. This concise handbook presents a systematic approach to the positioning of canine, feline, and exotic animal patients for routine and special radiographic procedures. The primary focus is on providing visual aids of animals in position for radiographic procedures. The resulting radiograph produced is included for each radiographic position. A diagram of anatomical landmarks used in determining correct positioning is also included. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Category: Science


Author : Stuart H. Walker
ISBN : 0393033392
Genre : Sports & Recreation
File Size : 58.95 MB
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These racing factors, Dr. Walker explains, translate into boat speed, psychology, and tactics.Wind strength and wave formation, in turn, determine sail rig and fin trim, as well as the psychological approach needed to win. He demonstrates for both the new racer and the seasoned expert precisely how to collect and understand these elements, how to use them in the formulation of strategy, and, finally, how to formulate moment-by-moment tactics. This is a masterful guide to winning.
Category: Sports & Recreation

Global Positioning

Author : Nel Samama
ISBN : 047024190X
Genre : Technology & Engineering
File Size : 26.51 MB
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From stars to terrestrial networks and satellites From outdoors to indoors From ancient to future applications From techniques to technologies . . . The field of radionavigation signals and systems has seen significant growth in recent years. Satellite systems are very efficient, but owing to their limited exposure and/or availability in some environments, they do not cover the whole spectrum of applications. Thus, many other positioning techniques are being developed. Now, Global Positioning presents an overview of the strengths and weaknesses of various systems with a specific emphasis on those that are satellite-based. Beginning with a description of the evolution of positioning systems, the book provides detailed coverage of the three main Global Navigation Satellite System (GNSS) constellations, discusses how to cope with indoor positioning, defines development activities and commercial positioning, and proposes a vision for the future of the field. Special features of the book include: Exercises to test and challenge the reader's understanding Direct comparison between constellations and other positioning systems Mathematical content kept to a minimum in order to maximize accessibility and readability Descriptions of European and U.S. discussions for Galileo Historical aspects and links between the distant past and current systems Footnotes that provide hints and comments to the reader At a time when the positioning domain is experiencing such immense transformation, it is vital to have a solid understanding of the fundamental principles, current tech-nologies, and future improvements that will help estimate the performance and limita-tions of existing systems. Global Positioning fills an important need for professionals and students in a variety of fields who want a complete and authoritative overview of global positioning techniques.
Category: Technology & Engineering

Global Conflict Resolution Through Positioning Analysis

Author : Fathali M. Moghaddam
ISBN : 9780387721125
Genre : Psychology
File Size : 48.19 MB
Format : PDF
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Readers find here a volume that applies positioning theory in order to achieve a fuller and more in-depth understanding of conflict and its psychological resolution. Positioning theory is the study of the nature, formation, influence and ways of change of local systems of rights and duties as shared assumptions about them influence small scale interactions. This book will thus be of interest to social psychologists and anyone interested in the development and applications of positioning theory.
Category: Psychology

Dynamic Positioning Systems

Author : Hubert Faÿ
ISBN : 2710810670
Genre : Technology & Engineering
File Size : 56.4 MB
Format : PDF
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Category: Technology & Engineering

Global Positioning System

Author : Bradford W. Parkinson
ISBN : 1600864198
Genre : Artificial satellites in navigation
File Size : 40.94 MB
Format : PDF, ePub
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Category: Artificial satellites in navigation

Positioning In Media Dialogue

Author : Elda Weizman
ISBN : 9789027210203
Genre : Language Arts & Disciplines
File Size : 47.9 MB
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This book proposes a socio-pragmatic exploration of the discursive practices used to construe and dynamically negotiate positions in news interviews. It starts with a discursive interpretation of 'positioning', 'role' and 'challenge', puts forward the relevance of a distinction between social and interactional roles, demonstrates how challenges bring to the fore the relevant roles and role-components of the participants, and shows that in news interviews speakers constantly position and re-position themselves and each other through discourse.The discussion draws on an empirical fine-grained analysis of a 24-hour corpus of news interviews on Israeli television and a corpus of media references. The author postulates a discrepancy between interlocutors' normative expectations, which presuppose an asymmetrical division of labor, on the one hand, and real-life practice, which exhibits partial symmetry in speakers' selection of discourse patterns as well as reciprocity in the use of challenge strategies, on the other. Special attention is given to irony and terms of address, which are shown to act as the center-points of satellite challenge strategies, geared as an ensemble toward the co-construction of reciprocal positioning. The analysis of three case studies further sheds light on the negotiations of intertwined positionings in context.
Category: Language Arts & Disciplines