REPOSITIONING: Marketing in an Era of Competition, Change and Crisis

2009-10-30
REPOSITIONING: Marketing in an Era of Competition, Change and Crisis

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  • Author: Jack Trout
  • Publisher: McGraw Hill Professional
  • ISBN: 0071637109
  • Category : Business & Economics
  • Languages : en
  • Pages : 225

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.

Differentiate Or Die

2000-03-23
Differentiate Or Die

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  • Author: Jack Trout
  • Publisher: John Wiley & Sons
  • ISBN:
  • Category : Business & Economics
  • Languages : en
  • Pages : 248

Now that product differences are rapidly and easily copied, or are perceived to be minimal, differentiating a company's products and services from the competition has become key to corporate survival. Marketing guru Jack Trout delivers a practical guide for businesses on developing powerful differentiation strategies.

Brand Resilience

2011-05-10
Brand Resilience

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  • Author: Jonathan R. Copulsky
  • Publisher: St. Martin's Press
  • ISBN: 0230120342
  • Category : Business & Economics
  • Languages : en
  • Pages : 258

As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.

Airline Marketing and Management

2012-10-01
Airline Marketing and Management

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  • Author: Mr Stephen Shaw
  • Publisher: Ashgate Publishing, Ltd.
  • ISBN: 1409486680
  • Category : Business & Economics
  • Languages : en
  • Pages : 379

Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: ∗Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines. ∗ An explanation of the US/EU 'Open Skies' agreement and analysis of its impact. ∗The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. ∗ Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins. ∗Changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras. ∗Airline websites and their role as both a selling and distributing tool. ∗The future of airline marketing. A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.

Repositioning

2009-12
Repositioning

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  • Author: Trout
  • Publisher: Tata McGraw-Hill Education
  • ISBN: 9780070700482
  • Category :
  • Languages : en
  • Pages : 0

So you ve mastered the art of marketing. You ve positioned your company, branded your product, and targeted your consumer. Unfortunately, in today s economy, that s not enough. You need REPOSITIONING.A brilliant new approach to consumer psychology and corporate identity, this groundbreaking and game-changing guide shows you how to . . .RETHINK your current marketingREFOCUS your consumer brandingREASSESS your company s strengthsREPOSITION your corporate identityRECLAIM your competitive edge

The Fall of Advertising and the Rise of PR

2009-03-17
The Fall of Advertising and the Rise of PR

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  • Author: Al Ries
  • Publisher: Harper Collins
  • ISBN: 0061742732
  • Category : Business & Economics
  • Languages : en
  • Pages : 322

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

Brand Relevance

2011-01-25
Brand Relevance

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  • Author: David A. Aaker
  • Publisher: John Wiley & Sons
  • ISBN: 0470613580
  • Category : Business & Economics
  • Languages : en
  • Pages : 400

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Repositioning Organization Theory

2005-11-08
Repositioning Organization Theory

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  • Author: S. Böhm
  • Publisher: Springer
  • ISBN: 0230501419
  • Category : Business & Economics
  • Languages : en
  • Pages : 241

Repositioning Organization Theory studies the political positioning of organization theory. The book argues that there are two main projects in organization theory: the hegemonic project of positioning and postmodern project of depositioning. To critique the theoretical and political limits of these two projects, Böhm employs a range of critical and post-structural philosophies. Having conceptualized the need for a 'political event', the book is a passionate call for repositioning and repoliticizing organization theory. This book discusses the impossibilities of, and strategies for, such a project.

Jack Trout on Strategy

2004-03-18
Jack Trout on Strategy

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  • Author: Jack Trout
  • Publisher: McGraw Hill Professional
  • ISBN: 0071437940
  • Category : Business & Economics
  • Languages : en
  • Pages : 177

Publisher Description

Marketing Warfare

1997-11-22
Marketing Warfare

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  • Author: Al Ries
  • Publisher: McGraw Hill Professional
  • ISBN: 9780071371124
  • Category : Business & Economics
  • Languages : en
  • Pages : 228

"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today