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The marketplace is changing. Are you?
So you’ve mastered the art of marketing. You’ve positioned your company, branded your
product, and targeted your consumer. Unfortunately, in today’s economy, that’s not enough.
You need REPOSITIONING.
A brilliant new approach to consumer psychology and corporate identity, this groundbreaking—
and game-changing—guide shows you how to . . .
RETHINK your current marketing
REFOCUS your consumer branding
REASSESS your company’s strengths
REPOSITION your corporate identity
RECLAIM your competitive edge
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.
Posted May 31, 2010
"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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.