The New Positioning: The Latest on the World's #1 Business Strategy

by Jack Trout

Overview

In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.

Product Details

ISBN-13:	9780071369190
Publisher:	McGraw Hill LLC
Publication date:	05/22/1997
Sold by:	Barnes & Noble
Format:	eBook
Pages:	173
File size:	385 KB

About the Author

Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.

Table of Contents

Minds Can't Cope

Minds are Limited

Minds Hate Confusion

Minds Are Insecure

Minds Don't Change

Minds Can Lose Focus

Part II: Dealing with Change

Repositioning: Where Positioning Is At

Repositioning a Software Company

Repositioning an Ice Cream Company

Respositioning an Accounting Firm

Repositioning Political Candidates

Repositioning a Television Show

Repositioning an Oil Company

Part III: The Tricks of the Trade

Minds Work by Ear

Secrets to Finding a Good Name

Getting Around a Bad Name

Naming a Category

Research Can Confuse You

The Positioning Power of PR

Six Positioning Pitfalls

The Right People in the Room

Editorial Reviews

This new edition of Positioning (McGraw, 1980), which Trout coauthored with Al Ries (the two teamed up more recently on Marketing Warfare, LJ 10/15/85), offers recent examples of effectively positioned products along with new topics such as the importance of images that appeal to the ear vs. the eye. The authors give primarily practical advice and write informally. One of their main premises is that brand extension is not repositioning. Rather than put different products under the same name, the company should use different brands, so that each has a clearly focused image. Repositioning involves changing this focus. Despite the subtitle, this book is not aimed at the consumer but at the advertising executive interested in the best way to present ideas to top management. The book can be quickly absorbed and appears to have been quickly pulled together, since it reads as a person might talk. Not essential, especially if the library owns the previous edition.-Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio

Library Journal

With short, staccato bursts of information, each chapter no longer than 10 pages, Trout intrigues the reader long enough to listen to his new theories on positioning. If a market has shifted or an entity has lost its focus, positioning--or redefining the entity in the minds of its consumers--must occur. His discussion includes some amazing facts and statistics and six abbreviated case histories, including Lotus (before its IBM purchase), Carvel, KPMG Peat Marwick, George Bush, "Entertainment Tonight", and Spain's national oil company. Irreverent, brash, and fun to read.

Barbara Jacobs