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

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.

Nearly 30 years after McGraw-Hill published one of the most influential and bestselling marketing books of all time, Positioning, comes Repositioning--a concept perfectly suited to winning in today's economic downturn and the forever changed marketing landscape where customers are in control.

Nearly 30 years after the publication of "Positioning," one of the bestselling marketing books of all time, comes "Repositioning"--a work that focuses on the changing marketing landscape in which customers are in control.

Jack Trout's timely follow up to his landmark work, Positioning

Competitiveness is at an all-time high and technology is driving change at exponentially faster and faster rates. Now is the time when marketers must revisit their positioning of products, brands, and organizations to meet the new demands of a transformed economy.

Repositioning explains how readers can evolve their original positioning to manage these changes in terms of marketplace perception of their products. Sure to be one of Trout's most important works, the book offers specific advice on how to attack and weaken competitors when and where they are most vulnerable.