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

ISBN: 0071635599

Author: Trout, Jack

Condition: New

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 todays 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 . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. 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. Youll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. Youll learn thedangers of attacking your competitors head-on-andthe value of emphasizing value. Youll 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 todays market.Understanding the mindset of your consumers is halfthe battle. Winning in todays world is often a matter ofrepositioning. Its how you rethink the strategies youvealways relied on. Its how you regain the success youveworked so hard for. Its how you win the new battle ofthe mind.