The author of Positioning and Marketing Warfare summarizes his key ideas about marketing strategy in an accessible format, discussing the ways in which 'positioning' is an essential concept in marketing.

Product Description: There are laws of nature, so why shouldn't there be laws of marketing?As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity...read more

Product Description: «,Diferenciación», se ha convertido en una palabra clave del mundo de los negocios gracias, en gran parte, a la primera versión de Diferenciarse o Morir. La obra fue seleccionada por los editores de Soundview Executive Book Summaries como uno de los doce mejores libros de management «,de todos los tiempos&ra...read more

Outlines the mistakes companies and CEOs make when marketing and designing their products, discussing differentiation, line extension, categorization, truth versus perception, marketing research, and arrogance. (view table of contents)

Offers a humorous business fable that covers the fundamentals of marketing, discussing such topics as branding, product strategy, advertising, logos, research, and common mistakes. (view table of contents)

"Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand."-David Ogilvy In today's ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than at any time in history yet it remains at the heart of successful marketing. More importantly, it remains the key to a company's survival. In Differentiate or Die, bestselling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail. More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today's most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including: * Revisiting the U.S.P. Rosser Reeves's classic unique selling proposition approach, updated for today's marketplace * Positioning Understanding how the mind works in the differentiating process * Owning an Idea Techniques to seize a differentiating idea, dramatize it, and make it your own * Competition How to use differentiating ideas against your competitors in the marketplace Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won't stand a chance. Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven things that your competitors can do as well. Praise for Differentiate or Die "Another great book by the king of positioning!"-John Schnatter, CEO, Papa John's International "Differentiate or Die differentiates itself on the groaning marketing bookshelf with its lucid prose, its clear vision of the future marketplace . . . and its sensible solutions for surviving the frenzied competition we're sure to find there."-Dan Rather, CBS News "What I like about Differentiate or Die is the book's emphasis on the power of logic, simplicity, and clarity-getting to the essence of a problem. In Silicon Valley, attributes like that can make the difference between having lunch and being lunch."-Scott McNealy, CEO, Sun Microsystems, Inc. "Trout and Rivkin marvelously illustrate that differentiation is the cornerstone of successful marketing." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "We've built our business by being first-and executing best. Jack Trout and Steve Rivkin are doing the same, delivering the timely, powerful insights that will drive tomorrow's marketing strategies. A must read for anyone looking to win in an unforgiving competitive marketplace."-Mike Ruettgers, CEO, EMC Corporation "Dotcom executives must learn the lessons of Differentiate or Die. If they don't, I pity their investors."-Aaron Cohen, CEO, Concrete Media; Co-Founder, Bolt.com

Product Description: Jack Trout actualiza y amplia un concepto del que fuera primero en escribir en 1969. Lo hacer en tres partes. En la primera, presenta material nuevo sobre la mente y la forma en que ésta funciona. Usted conocerá los cinco elementos mentales más importantes del proceso de posicionamiento...read more

Product Description: Explora estas ideas a fondo con Trout, quien provee técnicas para la acción, y obtendrás verdaderas utilidades. Sé audaz. ¿Información? Demasiada puede confundirte. ¿Metas? Son buenas intenciones, pero logran poco. ¿Crecimiento? Puede afectar tu negocio...read more

Presents guidelines that show managers how to cope with complexities by focusing on essentials in areas such as management, leadership, marketing, long-term planning, and motivation (view table of contents)

Describes the five mental elements in the positioning process, looks at six cases of repositioning, and offers practical advice on managing change

Product Description: Packed with keen insight, penetrating analysis, and irreverent advice, The New Positioning delivers hundreds of examples, anecdotes, and case studies on computers, oil companies, television shows, soft ice cream, even political candidates. 2 cassettes.

Two marketing strategists critique marketing campaigns that have succeeded and add their own axioms for marketing success (view table of contents)

Marketing consultants reveal the twenty-two laws of marketing--including the Law of the Mind and the Law of Hype--offering hundreds of examples of what has worked and what has not in the international marketplace. Simultaneous.