Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMindâa 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, competeâandsucceedâin todayâs overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategiesâproviding a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the â3 Csâ of business: Competition,Change, and Crisis . . .
Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. Youâll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. Youâll learn thedangers of attacking your competitors head-onâandthe value of emphasizing value. Youâll see how consumerscan have too many choices to pick fromâand 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 todayâs market.Understanding the mindset of your consumers is halfthe battle. Winning in todayâs world is often a matter ofrepositioning. Itâs how you rethink the strategies youâvealways relied on. Itâs how you regain the success youâveworked so hard for. Itâs how you win the new battle ofthe mind.
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 bestsellersMarketing Warfare and The 22 Immutable Laws ofMarketing. Troutâs books have been translated into16 languages, including the BusinessWeek bestsellerThe New Positioning. You can visit his Web site atwww.troutandpartners.com.
Steve Rivkin is a naming expert with Trout & Partnersand coauthor of three books with Jack Trout. He is founderof Rivkin & Associates LLC, a marketing and communicationsconsultancy in Glen Rock, N.J. Visit Steve atwww.rivkin.net.