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

Jack Trout · Steve Rivkin

oct 2009 · McGraw Hill Professional

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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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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. Trout’s 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.