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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.
- Sales Rank: #1172096 in Books
- Published on: 2009-10-30
- Original language: English
- Number of items: 1
- Dimensions: 9.80" h x .30" w x 4.80" l, .90 pounds
- Binding: Hardcover
- 224 pages
From the Back Cover
The marketplace is changing. Are you?
So you’ve mastered the art of marketing. You’ve positioned your company, branded your product, and targeted your consumer. Unfortunately, in today’s economy, that’s not enough. You need REPOSITIONING.
A brilliant new approach to consumer psychology and corporate identity, this groundbreaking― and game-changing―guide shows you how to . . .
RETHINK your current marketing
REFOCUS your consumer branding
REASSESS your company’s strengths
REPOSITION your corporate identity
RECLAIM your competitive edge
About the Author
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.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Should be called Rehashing
By M. Boucher
I had hoped that this would build on the indispensable Positioning by Trout and Reis. No such luck. This is an abbreviated version of previous works by this author and also of works co-authored with Reis. If you've read Trout and Reis before, there's not much new material here. If you are thinking about this book and you have not read Trout and Reis before, get Positioning instead. Despite the age of that book, it is still the place to start. Despite the title of this book, it does not build on Positioning to present new insights.
1 of 1 people found the following review helpful.
Trout nailed it again.
By Dick Maggiore
It's been about three decades ago since Jack Trout and Al Ries published what has become a classic bestseller, Positioning: The Battle for Your Mind. Since then, positioning has become the most powerful concept in marketing.
With his latest book, Repositioning, Trout's timing is remarkable.
Trout explains why it may be your answer for the three-headed monster looming over your marketing: competition, change and crisis. Competition is fierce, but you can reposition competitors to your advantage. Change is happening at warp speed, so capitalize to ride its momentum. Crisis is intimidating, but it's also an opportunity.
Repositioning, positioning's twin concept, delves into each of the three "C's" with characteristic Trout candor. He shares war stories that are engaging and relevant, and rounds them out with counsel delivered in the readable style we have come to expect.
Trout explains that positioning is how you differentiate yourself in the mind of your prospect and also includes a body of work about how the mind works. Repositioning is how you adjust perceptions, whether those perceptions are about you or about your competition often hanging a negative on the competition as a way to set up a positive.
As we celebrate the dawn of a new decade - and the hopes we all have for
prosperity - invite Trout into your thinking. Read Repositioning and see whether Trout once again has a remedy for your marketing headache. He's been right before. And I believe he's nailed it again.
1 of 1 people found the following review helpful.
A Bit Tired and Less Relevant
By J. Bossart
I'm a big fan of the Ries and Trout team having picked up my first book by them perhaps 25 years ago. This volume seemed tired and rambling, lacking the crispness of earlier books. Perhaps everything to be said has been said, or Ries' counterbalance is missing, but this was a chore to read. Older volumes by Jack Trout, and Trout and Ries, are still very relevant although the examples are obviously dated. Two of my favorites are "Marketing Warfare" and "Bottom-Up Marketing", in addition to their classic "Positioning - The Battle for Your Mind". And their book "Horse Sense" is a must read for everyone considering their career and their options.
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