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.
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