REPOSITIONING pdf epub mobi txt 电子书 下载 2025
Jack Trout is president of Trout & Partners, a worldwide marketing firm with headquarters in Connecticut and offices in 13 countries. With Al Ries, he coauthored the marketing classic Positioning and the bestsellers
Marketing Warfare and The 22 Immutable Laws of
Marketing. Trout’s books have been translated into
16 languages, including the BusinessWeek bestseller
The New Positioning. You can visit his Web site at
www.troutandpartners.com.
Steve Rivkin is a naming expert with Trout & Partners
and coauthor of three books with Jack Trout. He is founder
of Rivkin & Associates LLC, a marketing and communications
consultancy in Glen Rock, N.J. Visit Steve at
www.rivkin.net.
- Marketing
- 美国
- 特劳特
- 定位
- MKT
The book that completes Positioning . . .
Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode.
Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies—providing a must-have arsenal of proven marketing techniques specifically redesigned 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 latest technologies, communications, and multimedia resources to connect with your consumers.
MANAGE A CRISIS: Cope with everything from profi t losses and rising costs to bad press and PR nightmares.
Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on—and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from—and what you can do to make them pick your brand.
Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind.
具体描述
读后感
这本书是我读第二遍的时候才发现其中的价值的。原因在于用定位理论做一些分析的时候发现，很多时候定位会出现一些误区：企业的资源无法匹配，定位无法表现在营销目的上。于是我重新阅读了此书。 归纳起来，重新定位主要是基于以下三种情形： 原因1：原有定位不能达到营销...
评分“定位”的动态管理 评《重新定位》 读《重新定位》，最好和《定位》对比来读更有意思。《定位》是该套营销丛书的代表作，而《重新定位》是作者的封笔之作。 特劳特的营销理念非常重视“竞争”理念，在《定位》中他就曾经这样描述重新定位的：由于空位太少，公司必须通过...
评分1、重要的不是你想要做什么，而是竞争对手允许你做什么。 2、重新定位的最初定义是为你的竞争对手贴上负面标签，从而为自己建立正面定位。 3、攻击必须引起共鸣。每一次你为竞争对手贴上负面标签时，这种负面标签必须是能很快得到消费者认同的。 4、你的品牌概念需要有“爆炸效...
评分看到有些人评论这本书差，真怀疑他们的水平，不是真正懂定位的不知道它的价值，特劳特这本书是他毕生经验的总结，要读了他全部的著作，才能理解这本书的深度，这薄薄的一本书，就顶得上侯惪夫那本《重新认识定位》这个大部头了，适合CEO们随身携带，经常对照思考
评分看到有些人评论这本书差，真怀疑他们的水平，不是真正懂定位的不知道它的价值，特劳特这本书是他毕生经验的总结，要读了他全部的著作，才能理解这本书的深度，这薄薄的一本书，就顶得上侯惪夫那本《重新认识定位》这个大部头了，适合CEO们随身携带，经常对照思考
用户评价
最后一章讲得太CEO了，也没有actionable solution。好吧，长篇的议论文。
评分Distribution / Be different / Perception change is a process
评分最后一章讲得太CEO了，也没有actionable solution。好吧，长篇的议论文。
评分最后一章讲得太CEO了，也没有actionable solution。好吧，长篇的议论文。
评分Distribution / Be different / Perception change is a process
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