Different: Survival in the era of extreme competition

Author: (USA) Trout / Qu Luming
Publisher:
Publish Date: 2005-01-01
Features: Dedicated to Roser Reeves, a man who made the "Unique Selling Proposition" (U.S.P.) famous worldwide. He was truly a visionary ahead of his time. We all failed to realize how competitive the world would become. In Differentiate or Die, best-selling author Jack Trout speaks candidly, criticizing marketers who often take shortcuts and play with high-tech gimmicks instead of focusing on their products' valuable unique qualities. To determine why some marketers successfully differentiate themselves while others struggle and fail, the author examines successful differentiation strategies in detail—from giants like Dell, Southwest Airlines, and Walmart to small businesses like Streats, showcasing their success stories. This book is not just a collection of marketing success stories, but an in-depth exploration of the most successful differentiation strategies today. Differentiate or Die introduces the content of these strategies, when and where to apply them, and how they can help you carve out your identity in a crowded market. Marketing managers in various organizations, regardless of size, can learn how to achieve product differentiation through these strategies: redefining the U.S.P.; positioning; having a creative idea; competing. Differentiate or Die outlines many approaches you can use to implement differentiation strategies, while also warning about the difficulties of achieving differentiation through creative, low-cost, customer-oriented, or quality-driven methods, as competitors can also do the same.