Repositioning: Marketing In An Era of Competition, Change, and Crisis

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Repositioning: Marketing In An Era of Competition, Change, and Crisis

Format:  Hardcover,

217 pages

Publisher: McGraw-Hill

Publish Date: Oct 2009

ISBN-13: 9780071635592

ISBN-10: 0071635599

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Book Information

The following content was provided by the publisher.

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.

Specifications

:
Publisher: McGraw-Hill
Publish Date: Oct 2009
ISBN-13: 9780071635592
ISBN-10: 0071635599
Format: Hardcover
Number of Pages: 217
Shipping Weight (in pounds): 0.9
Product in Inches (L x W x H): 6.0 x 9.25 x 1.0

Chapter outline

Prologuep. 1
Competitionp. 7
The Foundationp. 9
The Rise of the Competitionp. 21
Repositioning the Competitionp. 33
Changep. 51
Change Happens; Evolution Is Realityp. 53
The Bigger They Are, the Harder They Are to Changep. 75
When Not to Evolvep. 91
Crisisp. 109
A Crisis Can Change the Gamep. 111
Value Is the Name of the Gamep. 125
The Art of Repositioningp. 143
Repositioning Takes Timep. 145
Repositioning Is Not for the Meekp. 163
Repositioning Begins and Ends with the CEOp. 179
Repositioning Is Obviousp. 189
Epiloguep. 207
Indexp. 209

Book description

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...

  • 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.

    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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