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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 . . .
differentiate your product, increase your value,
and stand out in the crowd.
technologies, communications, and multimedia
resources to connect with your consumers.
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
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.
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