Repositioning: Marketing in an Era of Competition, Change, and Crisis / Edition 1 by Jack Trout, Steve Rivkin | | 9780071635592 | Hardcover | Barnes & Noble
Repositioning: Marketing in an Era of Competition, Change, and Crisis / Edition 1

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

4.0 1
by Jack Trout, Steve Rivkin
     
 

ISBN-10: 0071635599

ISBN-13: 9780071635592

Pub. Date: 10/09/2009

Publisher: McGraw-Hill Professional Publishing

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

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.

Product Details

ISBN-13:
9780071635592
Publisher:
McGraw-Hill Professional Publishing
Publication date:
10/09/2009
Pages:
224
Product dimensions:
8.60(w) x 5.80(h) x 0.77(d)

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.

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