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Jack Trout is president of Trout & Partners, a worldwide marketing firm with headquarters in Connecticut and offices in 13 countries. With Al Ries, he coauthored the marketing classic Positioning and the bestsellers

Marketing Warfare and The 22 Immutable Laws of

Marketing. Trout’s books have been translated into

16 languages, including the BusinessWeek bestseller

The New Positioning. You can visit his Web site at

www.troutandpartners.com.

Steve Rivkin is a naming expert with Trout & Partners

and coauthor of three books with Jack Trout. He is founder

of Rivkin & Associates LLC, a marketing and communications

consultancy in Glen Rock, N.J. Visit Steve at

www.rivkin.net.

出版者:McGraw-Hill

作者:Jack Trout

出品人:

页数:224

译者:

出版时间:2009-10-9

价格:USD 26.95

装帧:Hardcover

isbn号码:9780071635592

丛书系列:

图书标签:

Marketing
美国
特劳特
定位
MKT

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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 . . .

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-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.