The New Positioning

Author: Jack Trout
Publisher: McGraw-Hill Trade
Publication Date: 2004-01-01
Features: In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to ensure your message gets through in an era of information overload. Fifteen years after launching "the most influential marketing book in American history," Positioning, the author published a refreshing new work, New Positioning. This book primarily revolves around three core topics: One, "How to Find a Good Positioning." Drawing on the latest findings in psychology and life sciences, the author proposes various psychological principles of marketing positioning and its pitfalls. Two, "How to Re-Position." With the need for competition and change, you can't achieve positioning once and for all; "re-positioning" at the right time is the guarantee of success. The book conducts extensive case studies, specifically demonstrating and discussing the elements and methods of "re-positioning." Three, with 25 years of marketing planning and consulting experience, the author summarizes a set of "business tricks." Their directness in addressing problems and practicality, backed by numerous case studies, make them invaluable in real-world business operations. Since Jack Trout and Al Ries proposed the "Positioning" concept, it has become one of the greatest business terms in the world. But masters never stop exploring. While people are praising the revolutionary changes "Positioning" has brought to marketing planning, the authors are already exploring "Re-Positioning" or "New-Positioning." In this book, the author meticulously analyzes the structure and function of the human brain, citing a wealth of psychological perspectives to undeniably argue the elements, process, and pitfalls of positioning-re-positioning. As a practical marketing strategy expert, the author differs from academic masters like Philip Kotler and Michael Porter in that they always stay grounded in case studies, analyzing classic marketing cases to summarize specific, actionable, and learnable business 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 plan for Lotus Components, and the brand positioning of Southwest Airlines.