The New Positioning: The Latest on the World's #1 Business Strategy

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It's the most famous, most quoted, most misunderstood business strategy of all time. Positioning is not what you do to the product. It's what you do to the mind. But how do you get into a crowded 1990s mind? What if somebody already owns your concept? And what has an era of tumultuous change done to positioning? The New Positioning is the first new body of thought in more than a decade on the world's most famous business strategy - written by Jack Trout, the author and marketing strategist who started it all, and Steve Rivkin. The breakthrough 1981 book Positioning: The Battle for Your Mind became a global best-seller in 19 languages. Now its provocative sequel promises to open even more eyes. Packed with keen insight, penetrating analysis, and irreverent advice, The New Positioning delivers hundreds of examples, anecdotes, and case studies - on computers, oil companies, television shows, soft ice cream, even political candidates.
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Editorial Reviews

Library Journal
This new edition of Positioning (McGraw, 1980), which Trout coauthored with Al Ries (the two teamed up more recently on Marketing Warfare, LJ 10/15/85), offers recent examples of effectively positioned products along with new topics such as the importance of images that appeal to the ear vs. the eye. The authors give primarily practical advice and write informally. One of their main premises is that brand extension is not repositioning. Rather than put different products under the same name, the company should use different brands, so that each has a clearly focused image. Repositioning involves changing this focus. Despite the subtitle, this book is not aimed at the consumer but at the advertising executive interested in the best way to present ideas to top management. The book can be quickly absorbed and appears to have been quickly pulled together, since it reads as a person might talk. Not essential, especially if the library owns the previous edition.-Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio
Barbara Jacobs
With short, staccato bursts of information, each chapter no longer than 10 pages, Trout intrigues the reader long enough to listen to his new theories on positioning. If a market has shifted or an entity has lost its focus, positioning--or redefining the entity in the minds of its consumers--must occur. His discussion includes some amazing facts and statistics and six abbreviated case histories, including Lotus before its IBM purchase, Carvel, KPMG Peat Marwick, George Bush, "Entertainment Tonight", and Spain's national oil company. Irreverent, brash, and fun to read.
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Product Details

  • ISBN-13: 9780070652910
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 9/1/1995
  • Edition description: REVISED
  • Pages: 190
  • Product dimensions: 8.50 (w) x 10.98 (h) x 0.71 (d)

Meet the Author

Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.

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Table of Contents

Pt. 1 Understanding the Mind 1
1 Minds Can't Cope 3
2 Minds Are Limited 9
3 Minds Hate Confusion 17
4 Minds Are Insecure 25
5 Minds Don't Change 33
6 Minds Can Lose Focus 41
Pt. 2 Dealing with Change 49
7 Repositioning: Where Positioning Is At 51
8 Repositioning a Software Company 57
9 Repositioning an Ice Cream Company 63
10 Repositioning an Accounting Firm 71
11 Repositioning Political Candidates 79
12 Repositioning a Television Show 87
13 Repositioning an Oil Company 93
Pt. 3 The Tricks of the Trade 99
14 Minds Work by Ear 101
15 Secrets to Finding a Good Name 111
16 Getting Around a Bad Name 121
17 Naming a Category 129
18 Research Can Confuse You 137
19 The Positioning Power of PR 145
20 Six Positioning Pitfalls 155
21 The Right People in the Room 163
Index 169
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