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 . . .
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 latest technologies, communications, and multimedia resources to connect with your consumers.
3. MANAGE A CRISIS: Cope with everything from profit 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.
Prologue
Part I : Competition
Chapter 1 : The Foundation
Chapter 2 : The Rise of the Competition
Chapter 3 : Repositioning the Competition
Part II : Change
Chapter 4 : Change Happens; Evolution Is Reality
Chapter 5 : The Bigger They Are, the Harder They Are to Change
Chapter 6 : When Not to Evolve
Part III : Crisis
Chapter 7 : A Crisis Can Change the Game
Chapter 8 : Value Is the Name of the Game
Part IV : The Art of Repositioning
Chapter 9 : Repositioning Takes Time Chapter 10 : Repositioning Is Not for the Meek
Chapter 11 : Repositioning Begins and Ends with the CEO
Chapter 12 : Repositioning Is Obvious
Epilogue
Index
