New Positioning: A Refreshing Work in Positioning Theory

Author: Trout
Publisher:
Publish Date: 2002-10-01
Features: Fifteen years after launching Positioning, the most influential marketing book in American history, the author has now published a refreshing new 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 of marketing positioning and its pitfalls.
2. "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 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 summarizes a set of "business tricks." Their practicality in addressing problems and their hands-on, example-packed 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 masters never stop exploring. While people are praising the revolutionary impact of "Positioning" on marketing planning, the authors are delving into "Re-Positioning" or "New-Positioning." In this book, the author meticulously analyzes 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 stay grounded in case studies. They start by dissecting classic cases in marketing history to summarize specific, actionable, and learnable business warfare principles. Positioning was like this, and New Positioning is no exception. Moreover, many of the case studies are based on the author's past consulting practices, such as the segmentation of the beverage market, the marketing plan for Lotus Components, and the brand positioning of Southwest Airlines.