Jack Trout Boeken

Это первая книга, которая утверждает, что маркетинг в беспорядке. Гуру маркетинга Джек Траут намерен объяснить многим людям, которые создали этот беспорядок, в чем их настоящая проблема. Рекламодатели критикуются как люди, которые ищут креативное и необычное, а не очевидное. Маркетологи критикуются за запутывание в корпоративных эго и сложных проектах. Исследователи критикуются за создание большего количества путаницы, чем ясности. Некоторые крупные компании критикуются за неудачные маркетинговые программы или отсутствие правильной стратегии. Уолл-стрит критикуется за чрезмерное внимание к росту, который является ненужным и может быть разрушительным для бренда. Но эта книга не написана для того, чтобы делать людей счастливыми, а чтобы объяснить маркетологам, в чем их настоящая проблема. Только тогда они начнут искать очевидные решения, которые отделят их продукты от конкурентов — так, чтобы это было очевидно и для клиентов. Все это представлено без жаргона, без цифр, без сложности и с большим количеством здравого смысла.

The authors of the bestselling Positioning: The Battle for Your Mind, now compare marketing to war--where competition is the enemy and the customer is the ground to be won.

This business classic deals with the problems of communicating to a skeptical, media-blitzed public.

Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.

Announcing an update of one of the best marketing books of all time. Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.

From the bestselling authors of Marketing Warfare comes another winner that turns conventional views of marketing upside-down, presenting a step-by-step approach to turn an effective tactic into an overall business strategy.

This essential guide builds on the foundational concepts of positioning in marketing. In a landscape where competition is intense and consumers are more discerning, adapting is crucial for success. Global marketing expert Jack Trout updates effective positioning strategies to equip businesses for today’s crowded marketplace. The book addresses the “3 Cs” of business: Competition, Change, and Crisis. To beat the competition, it emphasizes the importance of differentiating your product and enhancing its value. Adapting to change involves leveraging the latest technologies and communication methods to engage consumers effectively. Managing crises is also vital, as companies face challenges like profit losses and negative publicity. Even thriving businesses can benefit from these insights to maintain their edge. Readers will learn that expanding product lines can sometimes reduce overall sales, new brands may outperform established ones, and cutting prices often backfires. The book highlights the risks of direct competition and underscores the importance of emphasizing value. Trout draws on recent research, consumer data, and current business trends to uncover the psychological factors influencing today’s market. Understanding consumer mindsets is key to success, making repositioning a critical strategy for regaining and maintaining market leadership.

A management guide to cutting through the nonsense and doing things right

This work presents new material on "the five most important mental elements in the positioning process," as well as "six in-depth case studies" on "repositioning"--Book jacket.

One of the most respected marketing gurus in the world shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes.It wasn't long ago that Levi-Strauss, Xerox, Crest, AT&T, Firestone, and Digital Equipment dominated their respective markets. What happened to undermine their standings and of those of other superbrands? Are their declines simply the inevitable consequence of change and the birth of new competition? In this important predecessor to the classic Differentiate or Die, "the king of positioning," Jack Trout answers that question with a resounding "No!" Writing in his signature, straight-from-the-hip style he reveals the disastrous marketing and strategy blunders that led to the dissolution of the most recognized superbrands. He clearly shows how those mistakes could have been avoided. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.

Autoři jsou tvůrci proslulé koncepce positioningu, kteří jsou ve světě nejuznávanějšími odborníky v oblasti marketingových strategií a jejich realizace. Jejich knihy byly přeloženy téměř do dvaceti světových jazyků a jejich přínos ocenilo mnoho velkých firem globálního významu.

Differenzieren, positionieren, In der vollständig überarbeiteten zweiten Auflage des Marketingbestsellers dreht sich alles um das Alleinstellungsmerkmal, den USP ("Unique Selling Proposition"). Drei Spezialisten präsentieren geballtes Marken-Know-how und zeigen, mit welchen Strategien man echte Alleinstellung erreicht. Denn nur wer einzigartig ist, überzeugt die Verbraucher mit seinen Marketingbotschaften. Das flott geschriebene Buch besticht durch seine Praxisnähe und bietet für Manager und Führungskräfte zahlreiche Tipps und Fallbeispiele für die eigene Positionierungsstrategie.

Il mercato è pieno di insidie. E il marketing è una materia complessa, spesso ostica. In continua evoluzione, perché la società cambia rapidamente e imprevedibilmente. I comportamenti dei consumatori non sono più uniformi. I cicli economici sono instabili. I budget sempre più risicati. Ormai le aziende - dalle multinazionali alle piccole imprese, fino alle attività commerciali a conduzione familiare - non possono più permettersi di sbagliare. Ma è possibile evitare o almeno ridurre al minimo gli errori? Secondo Al Ries e Jack Trout sì, a patto di conoscere e mettere in pratica le "leggi fondamentali" descritte in questo libro. Non c'è nulla di miracoloso in tutto ciò. Il marketing ha delle leggi e queste sono immutabili perché sono ispirate a quei criteri di razionalità e buon senso che a lungo andare il mercato premia sempre. Per oltre trent'anni i due autori hanno studiato cosa funziona e cosa no. Attraverso l'analisi delle strategie di grandi aziende - IBM, Coca-Cola, McDonald's, Sony, BMW, Apple, DHL, tra le altre - e del tasso di successo e fallimento dei nuovi prodotti, hanno elaborato 22 principi universalmente dalla legge della leadership a quella dell'esclusività, dalla legge dell'imprevedibilità a quella della montatura pubblicitaria, per non citarne che alcune.