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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010253467 | HF5827.2 T765 2010 | Open Access Book | Book | Searching... |
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Summary
Summary
The book that completes Positioning . . .
Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind --a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode.
Repositioning shows you how to adapt, compete--andsucceed--in today's overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies--providing a must-havearsenal of proven marketing techniques specificallyredesigned 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 latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares.Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You'll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You'll learn thedangers of attacking your competitors head-on--andthe value of emphasizing value. You'll see how consumerscan have too many choices to pick from--and whatyou can do to make them pick your brand.
Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today's market.Understanding the mindset of your consumers is halfthe battle. Winning in today's world is often a matter ofrepositioning. It's how you rethink the strategies you'vealways relied on. It's how you regain the success you'veworked so hard for. It's how you win the new battle ofthe mind.
Author Notes
John Francis Trout was born in Manhattan, New York on January 31, 1935. He graduated from Iona College and then served as a flight navigator in the Navy. Afterward, he got a job in General Electric's advertising and training program. He later joined Uniroyal as a division advertising manager. In 1967, he went to work for Al Ries at his advertising agency, Ries Cappiello Colwell. Trout eventually became its president and a partner, and the agency became known as Trout and Ries. They worked together until 1994, when Trout started his own firm, Trout and Partners.
Trout wrote numerous books including Positioning: The Battle for Your Mind with Al Ries, Differentiate or Die: Survival in Our Era of Killer Competition with Steve Rivkin, and Repositioning: The New Battle for Your Mind with Steve Rivkin. He died from intestinal cancer on June 4, 2017 at the age of 82.
(Bowker Author Biography)
Table of Contents
| Prologue | p. 1 |
| Part 1 Competition | p. 7 |
| 1 The Foundation | p. 9 |
| 2 The Rise of the Competition | p. 21 |
| 3 Repositioning the Competition | p. 33 |
| Part 2 Change | p. 51 |
| 4 Change Happens; Evolution Is Reality | p. 53 |
| 5 The Bigger They Are, the Harder They Are to Change | p. 75 |
| 6 When Not to Evolve | p. 91 |
| Part 3 Crisis | p. 109 |
| 7 A Crisis Can Change the Game | p. 111 |
| 8 Value Is the Name of the Game | p. 125 |
| Part 4 The Art of Repositioning | p. 143 |
| 9 Repositioning Takes Time | p. 145 |
| 10 Repositioning Is Not for the Meek | p. 163 |
| 11 Repositioning Begins and Ends with the CEO | p. 179 |
| 12 Repositioning Is Obvious | p. 189 |
| Epilogue | p. 207 |
| Index | p. 209 |
