REPOSITIONING: Marketing in an Era of Competition, Change and Crisis: Marketing in an Era of…

Hardcover | October 30, 2009

byJack Trout, Steve Rivkin

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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 . . .

  1. BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd.
  2. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers.
  3. 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.

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From the Publisher

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 ...

From the Jacket

The marketplace is changing. Are you?So you’ve mastered the art of marketing. You’ve positioned your company, branded yourproduct, 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-c...

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, ...

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Format:HardcoverDimensions:224 pages, 9.8 × 4.8 × 0.3 inPublished:October 30, 2009Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071635599

ISBN - 13:9780071635592

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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.