Repositioning: Marketing in an Era of Competition, Change, and Crisis / Edition 1

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Overview

The book that completes Positioning . . .

Thirty years ago, Jack Trout and Al Ries published

their classic bestseller, Positioning: The Battle for Your

Mind—a book that revolutionized the world of marketing.

But times have changed. Competition is fiercer.

Consumers are savvier. Communications are faster. And

once-successful companies are in crisis mode.

Repositioning shows you how to adapt, compete—and

succeed—in today’s overcrowded marketplace. Global

marketing expert Jack Trout has retooled his most

effective positioning strategies—providing a must-have

arsenal of proven marketing techniques specifically

redesigned for our current climate. With Repositioning,

you can conquer the “3 Cs” of business: Competition,

Change, and Crisis . . .

  1. BEAT THE COMPETITION: Challenge your rivals,

    differentiate your product, increase your value,

    and stand out in the crowd.

  2. CHANGE WITH THE TIMES: Use the latest

    technologies, communications, and multimedia

    resources to connect with your consumers.

  3. MANAGE A CRISIS: Cope with everything from

    profi t losses and rising costs to bad press

    and PR nightmares.

Even if your company is doing well, these cutting-edge

marketing observations can keep you on top of your game

and ahead of the pack. You’ll discover how expanding

product lines may decrease your overall sales, why new

brand names often outsell established brands, and why

slashing prices is usually a bad idea. You’ll learn the

dangers of attacking your competitors head-on—and

the value of emphasizing value. You’ll see how consumers

can have too many choices to pick from—and what

you can do to make them pick your brand.

Drawing from the latest research studies, consumer statistics,

and business-news headlines, Trout reveals the

hidden psychological motives that drive today’s market.

Understanding the mindset of your consumers is half

the battle. Winning in today’s world is often a matter of

repositioning. It’s how you rethink the strategies you’ve

always relied on. It’s how you regain the success you’ve

worked so hard for. It’s how you win the new battle of

the mind.

Read More Show Less

Product Details

  • ISBN-13: 9780071635592
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 10/9/2009
  • Edition number: 1
  • Pages: 224
  • Sales rank: 336,511
  • Product dimensions: 8.60 (w) x 5.80 (h) x 0.77 (d)

Meet the Author

Jack Trout is president of Trout & Partners, a worldwide marketing firm with headquarters in Connecticut and offices in 13 countries. With Al Ries, he coauthored the marketing classic Positioning and the bestsellers

Marketing Warfare and The 22 Immutable Laws of

Marketing. Trout’s books have been translated into

16 languages, including the BusinessWeek bestseller

The New Positioning. You can visit his Web site at

www.troutandpartners.com.

Steve Rivkin is a naming expert with Trout & Partners

and coauthor of three books with Jack Trout. He is founder

of Rivkin & Associates LLC, a marketing and communications

consultancy in Glen Rock, N.J. Visit Steve at

www.rivkin.net.

Read More Show Less

Table of Contents


Chapter one: Perception is reality.

Chapter two: Evolution is reality.

Chapter three: How to evolve.

Chapter four: When to evolve.

Chapter five: Internal evolution.

Chapter six: Repositioning takes time.

Chapter seven: Repositioning as a competitive weapon.

Chapter eight: Using a negative to set up a positive.

Chapter nine: Repositioning in politics.

Chapter ten: Repositioning in business.

Read More Show Less

Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Posted May 31, 2010

    more from this reviewer

    Helpful repositioning strategies

    "This turned out to be a difficult book to write because I've already written so much on the subject.Readers of my work might recognize some things I've mentioned in one of my 15 other books." So reads the opening lines of marketing maven Jack Trout's guide to repositioning. This defeatist introduction doesn't exactly promise much in the way of ingenuity or innovation. However, when you peruse this book, a follow-up to the business classic Positioning: The Battle for Your Mind, it quickly becomes clear why Trout is in great demand as a speaker. The book reads like a marketing presentation. In a dynamic and engaging way, Trout, with the aid of marketing consultant Steve Rivkin, explains how repositioning can help you differentiate your brand from your competition, manage change and deal with crises. The book is filled with marketing war stories of successes and failures, with an occasional (if a tad egotistical) aside - such as, "If only they had taken my advice." - thrown in. Although full of colorful real-life case studies, it is, at times, short on tactics and applicable advice. getAbstract recommends Trout's previous bestseller to those who are new to marketing and this sequel to anyone who desires a refresher course.

    0 out of 1 people found this review helpful.

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