The book that completes Positioning . . .
Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your
Minda 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, competeand succeedin today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategiesproviding 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 . . .
- BEAT THE COMPETITION: Challenge your rivals,
differentiate your product, increase your value,
and stand out in the crowd.
- CHANGE WITH THE TIMES: Use the latest technologies, communications, and multimedia resources to connect with your consumers.
- 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-onand the value of emphasizing value. You’ll see how consumers can have too many choices to pick fromand 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.
|Publisher:||McGraw-Hill Professional Publishing|
|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.
Most Helpful Customer Reviews
"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.