REPOSITIONING: Marketing in an Era of Competition, Change and Crisis
The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mindaa 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, competeaand succeedain todayas overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategiesaproviding a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the a3 Csa 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. Youall 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. Youall learn the dangers of attacking your competitors head-onaand the value of emphasizing value. Youall see how consumers can have too many choices to pick fromaand 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 todayas market. Understanding the mindset of your consumers is half the battle. Winning in todayas world is often a matter of repositioning. Itas how you rethink the strategies youave always relied on. Itas how you regain the success youave worked so hard for. Itas how you win the new battle of the mind.The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mindaa book that revolutionized the world of marketing. But times have changed.
| Title | : | REPOSITIONING: Marketing in an Era of Competition, Change and Crisis |
| Author | : | Jack Trout, Steve Rivkin |
| Publisher | : | McGraw Hill Professional - 2009-10-30 |
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