Distinctive (Survival in the Era of Extreme Competition)

Author: Jack Trout et al. (USA), translated by Qu Lumin
Publisher:
Publish Date: 2005-01-01
Features: Dedicated to Rosser Reeves, the man who made the "Unique Selling Proposition" famous worldwide. He was truly a man 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 when they should be focused on uncovering and selling the valuable unique qualities of their products. 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 the Stryker Unleavened Bread Company, with their success stories all included. This book is not just a collection of marketing success stories, but an in-depth exploration of the most successful differentiation strategies of 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, and 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.