REPOSITIONING:MarketinginanEraofCompetition,ChangeandCrisis

ThebookthatcompletesPositioning...Thirtyyearsago,JackTroutandAlRiespublishedtheirclassicbestseller,Positioning:TheBattleforYourMind—abookthatrevolutionizedtheworldofmarketing.Buttimeshavechanged.Competitionisfiercer.Consumersaresavvier.Communicationsarefaster.Andonce-successfulcompaniesareincrisismode.Repositioningshowsyouhowtoadapt,compete—andsucceed—intoday’sovercrowdedmarketplace.GlobalmarketingexpertJackTrouthasretooledhismosteffectivepositioningstrategies—providingamust-havearsenalofprovenmarketingtechniquesspecificallyredesignedforourcurrentclimate.WithRepositioning,youcanconquerthe“3Cs”ofbusiness:Competition,Change,andCrisis...BEATTHECOMPETITION:Challengeyourrivals,differentiateyourproduct,increaseyourvalue,andstandoutinthecrowd.CHANGEWITHTHETIMES:Usethelatesttechnologies,communications,andmultimediaresourcestoconnectwithyourconsumers.MANAGEACRISIS:CopewitheverythingfromprofitlossesandrisingcoststobadpressandPRnightmares.Evenifyourcompanyisdoingwell,thesecutting-edgemarketingobservationscankeepyouontopofyourgameandaheadofthepack.You’lldiscoverhowexpandingproductlinesmaydecreaseyouroverallsales,whynewbrandnamesoftenoutsellestablishedbrands,andwhyslashingpricesisusuallyabadidea.You’lllearnthedangersofattackingyourcompetitorshead-on—andthevalueofemphasizingvalue.You’llseehowconsumerscanhavetoomanychoicestopickfrom—andwhatyoucandotomakethempickyourbrand.Drawingfromthelatestresearchstudies,consumerstatistics,andbusiness-newsheadlines,Troutrevealsthehiddenpsychologicalmotivesthatdrivetoday’smarket.Understandingthemindsetofyourconsumersishalfthebattle.Winningintoday’sworldisoftenamatterofrepositioning.It’showyourethinkthestrategiesyou’vealwaysreliedon.It’showyouregainthesuccessyou’veworkedsohardfor.It’showyouwinthenewbattleofthemind.