New positioning

Author: Trout
Publisher:
Publish Date: 2002-10-01
Features: A refreshing take on the theory of "Positioning." Fifteen years after introducing "Positioning," the most influential marketing book in American history, the author has now published a refreshing work, "New Positioning." This book primarily revolves around three core topics:
1. "How to Find a Good Positioning." Drawing on the latest findings in psychology and life sciences, the author proposes various psychological principles and pitfalls of marketing positioning.
2. "How to Re-Position." With the need for competition and change, you cannot achieve a one-time positioning that lasts forever. "Re-positioning" at the right time is the key to success. The book conducts extensive case studies, specifically demonstrating and discussing the elements and methods of "re-positioning."
3. With 25 years of experience in marketing planning and consulting, the author has summarized a set of "business tricks." Their practicality in addressing problems and their hands-on, example-filled approach make them invaluable in real-world business operations.
Fifteen years after introducing "Positioning," the most influential marketing book in American history, the author has now published a refreshing work, "New Positioning." This book primarily revolves around three core topics:
1. "How to Find a Good Positioning." Drawing on the latest findings in psychology and life sciences, the author proposes various psychological principles and pitfalls of marketing positioning.
2. "How to Re-Position." With the need for competition and change, you cannot achieve a one-time positioning that lasts forever. "Re-positioning" at the right time is the key to success. The book conducts extensive case studies, specifically demonstrating and discussing the elements and methods of "re-positioning."
3. With 25 years of experience in marketing planning and consulting, the author has summarized a set of "business tricks." Their practicality in addressing problems and their hands-on, example-filled approach make them invaluable in real-world business operations.
Since Jack Trout and· proposed the "Positioning" concept, it has become one of the greatest business terms in the world. But great masters never stop exploring. While people are still praising the revolutionary changes "Positioning" has brought to marketing planning, the authors are now delving into "Re-Positioning" or "New-Positioning." In this book, the authors meticulously analyze the structure and function of the human brain, citing numerous psychological perspectives to undeniably argue the elements, processes, and pitfalls of positioning and re-positioning.
As a practical marketing strategy expert, the author differs from academic masters like Philip Kotler and Michael Porter in that they always focus on case studies. They start by dissecting classic cases in marketing history to summarize specific, actionable, and learnable business warfare principles. "Positioning" is like this, and so is "New Positioning." Moreover, many of these case studies were created by the author in their past consulting practice, such as the segmentation of the beverage market, the marketing strategy for Lotus Components, and the brand positioning of Southwest Airlines.