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 bestsellers
Marketing Warfare and The 22 Immutable Laws of
Marketing. Trout’s books have been translated into
16 languages, including the BusinessWeek bestseller
The New Positioning. You can visit his Web site at
www.troutandpartners.com.
Steve Rivkin is a naming expert with Trout & Partners
and coauthor of three books with Jack Trout. He is founder
of Rivkin & Associates LLC, a marketing and communications
consultancy in Glen Rock, N.J. Visit Steve at
www.rivkin.net.
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.
尽管无论是豆瓣还是亚马逊,对于《重新定位》一书的评价都远远低于它的前作《定位》,但对于没读过《定位》系列的读者而言,特别是时间相对有限的读者而言,《重新定位》依旧有其功效,正如书中开篇所说的“心智痛恨复杂和混乱,因此进入心智最佳方法就是简化信息”,这就是190...
评分1,该书说的是大实话,忽悠的成分较少。 2,部分也有牵强的用事实来证明定位的重要,我知道定位重要,但什么案例都往定位上扯,就无趣了。
评分 评分这本书是我读第二遍的时候才发现其中的价值的。原因在于用定位理论做一些分析的时候发现,很多时候定位会出现一些误区:企业的资源无法匹配,定位无法表现在营销目的上。于是我重新阅读了此书。 归纳起来,重新定位主要是基于以下三种情形: 原因1:原有定位不能达到营销...
评分作者一如既往滴高屋建瓴、简单明了滴阐述重新定位滴理论。简单滴语句,简练滴文字,丰富滴案例,画龙点睛滴提炼。没有一套套冗长沉闷滴长篇大论,却把真实滴市场、残酷滴现实一一摆在读者面前,引导读者主动滴进行深度阅读,仔细品味,在心智上引起共鸣,促使读者对重新定...
最后一章讲得太CEO了,也没有actionable solution。好吧,长篇的议论文。
评分Distribution / Be different / Perception change is a process
评分Distribution / Be different / Perception change is a process
评分最后一章讲得太CEO了,也没有actionable solution。好吧,长篇的议论文。
评分最后一章讲得太CEO了,也没有actionable solution。好吧,长篇的议论文。
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