DOCSLIB.ORG

Differentiate Or

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Differentiate Or Vol. 22, No. 9 (3 parts) Part 2, September 2000 www.summary.com ©2000 Soundview Executive Book Summaries* Order # 22-22 FILE: MARKETING ® Survival in Our Era of Killer Competition DIFFERENTIATE OR DIE THE SUMMARY IN BRIEF What factors allow a company or product to stand out in an increasingly competitive (and global) marketplace? That’s a question Jack Trout has been answering for 30 years as a consultant to Fortune 500 companies. It is By Jack Trout a question that he (with co-author Steve Rivkin) uses in Differentiate or Die with Steve Rivkin to help readers create solid strategies to get above the crowds of competi- tors and generate the business required to stay there. Among the points covered in this summary are: CONTENTS G The Tyranny of Choice. With nearly one million branded products available in the marketplace today, consumers have more choices than they The Tyranny of Choice know how to handle. Companies must thus give customers the tools they Page 2 need in purchasing decisions, to draw them to their products. Losing and Reinventing the G Losing and Reinventing the U.S.P. In order to reinvent the idea of a U.S.P. unique selling proposition (or U.S.P.) and differentiate their products from Page 2, 3 competitors’, companies must move away from differentiation based solely What Differentiation Is Not on product, and engage consumers in ways that truly reach them. Page 3, 4, 5 G What Differentiation Is Not. Some differentiation strategies look The Four Steps to appealing, but require more effort than is really necessary in order to make Differentiation the case for a product or company over others. Page 5, 6 G The Four Steps to Differentiation. Trout lays out the basics of his Nine Successful differentiation strategy in four essential steps. Differentiation Strategies G Eight Successful Differentiation Strategies. Differentiating your Page 6, 7 business actually has very little to do with creativity or imagination and everything to do with pursuing a logical approach to engaging customers. Growth and Sacrifice in Trout lays out eight points of strategy that have proven to beget success. Differentiation G Growth and Sacrifice in Differentiation. Growth can kill differentia- Page 8 tion by tempting companies to thin out their product lines in search of mass Being Different in Different acceptance. Trout details why you should avoid the distractions growth poses. Places: Five Rules for the G Being Different in Different Places. What differentiation strategy Road will work abroad? This section presents some key considerations. Page 8 Your efforts to stand out in the marketplace begin with Who’s in Charge Here? the next page ... Page 8 Published by Soundview Executive Book Summaries, 10 LaCrue Avenue, Concordville, Pennsylvania 19331 USA *All rights reserved. Reproduction in whole or part is prohibited. DIFFERENTIATE OR DIE by Jack Trout with Steve Rivkin — THE COMPLETE SUMMARY The Tyranny of Choice Differentiating products today is more challenging The Explosion of Choice than at any other time in history. When our earliest Item Early 1970s Late 1990s ancestors wondered, “What’s for dinner?” the answer was clear: It was whatever the neighborhood could run Vehicle model: 140 260 down, kill and bring back to the cave. Red meat? White Frito-Lay chip varieties: 10 78 meat? There was only one choice; it was a simpler time. These days, the average supermarket stocks 40,000 OTC pain relievers: 17 141 brand items — or standard stocking units (SKUs) — an Levi’s jeans styles: 41 70 explosion of choice in just about every product catego- ry. That number is a mere fraction of the estimated one Software titles: 0 250,000 million SKUs available in America. The most interest- ing thing, though, is that the average family gets 80 to Web Sites: 0 4,757,894 85 percent of its needs from only 150 SKUs, which means there’s a good chance the other 39,850 items in tors and never establish your “differentness,” you will the store will be ignored. always be weak. What drives choice is the law of division, which It’s an unforgiving world out there, and we haven’t states that a category starts off as a single entity then seen anything yet. I breaks up into other segments. Computers, for instance, once were their own category; over time, however, this category segmented into mainframes, microcomputers, Losing and Reinventing PCs, laptops, notebooks and so forth. Television pro- the U.S.P. gramming once meant network television program- In his 1960 book Reality in Advertising, Rosser ming; now it, too, is broken into segments — network, Reeves defined the concept of the unique selling propo- independent, cable, satellite, public, and now computer- sition (U.S.P.): based “streaming” video. G Each advertisement must make a proposition to the The explosion of choice has led to an entire industry consumer. Not just words, not just product “puffery,” dedicated to helping people with their choices, whether not just show-window advertising. Each advertisement it be a guide to New York City restaurants or advice on must say to each reader, “Buy this product, and you which of 8,000 mutual funds to buy. The World Wide Web has expanded this industry past long-accepted will get this specific benefit.” structures and strictures, doling out advice on command G The proposition must be one that the competition and fulfilling needs — any need — instantly. either cannot or does not offer. It must be unique — With so much competition, markets today are driven either a uniqueness of the brand or a claim not other- by choice; customers have so many choices that com- (continued on page 3) panies who don’t address every whim of the market- place will lose business and will not survive. Those that The authors: Jack Trout, president of the prestigious marketing firm of Trout & Partners, was the first to popu- don’t stand out will get lost in the pack. Indeed, compa- larize the idea of “positioning” products and ideas in the nies must address differentiation in three key ways: minds of consumers. Steve Rivkin is co-author with G If you ignore your uniqueness and try to be every- Trout of The New Positioning and The Power of thing for everybody, you quickly undermine what Simplicity, and heads his own communications firm. makes you different. Copyright © 2000 by Jack Trout. Summarized by per- G mission of the publisher, John Wiley & Sons, 605 Third If you ignore changes in the market, your differ- Avenue, New York, NY 10158. 230 pages. $24.95. ence can become less important. 0-471-35764-2. G If you stay in the shadow of your larger competi- To subscribe: Send your name and address to the address listed below or call us at 1-800-521-1227. (Outside the U.S. and Canada, 1-610-558-9495.) To subscribe to the audio edition: Soundview now offers summaries in audio format. Call or write for details. To buy multiple copies of this summary: Soundview offers discounts for quantity purchases of its summaries. Call or write for details. Published by Soundview Executive Book Summaries (ISSN 0747-2196), 10 LaCrue Avenue, Concordville, PA 19331 USA, a division of Concentrated Knowledge Corporation. Publisher, George Y. Clement. Publications Director, Maureen L. Solon. Editor-in-Chief, Christopher G. Murray. Published monthly. Subscription, $89.50 per year in the United States and Canada; and, by airmail, $95 in Mexico, $139 to all other countries. Periodicals postage paid at Concordville, PA and additional offices. POSTMASTER: Send address changes to Soundview, 10 LaCrue Avenue, Concordville, PA 19331. Copyright © 2000 by Soundview Executive Book Summaries. Soundview Executive Book Summaries® 2 Differentiate or Die — SUMMARY Losing and Reinventing the U.S.P. nies today to hang onto a U.S.P. or product difference or (continued from page 2) benefit, as the Reeves model suggests. There are three explanations for what has happened: wise made in that particular field of advertising. G A torrent of new products has washed over con- G The proposition must be so strong that it can move sumers, each with conflicting claims and the smallest the mass millions. points of difference (“Now! Tartar control with the great When Reeves wrote of being different, the world was taste of fresh mint gel!”) an easier place. Global competition did not exist; in G The number one response amongst competitors is fact, real competition barely existed. Today, many com- “me-tooism.” Technology enables competitors to tear panies have sales figures that dwarf the gross national apart and reconstruct knock-off products before compa- product of some countries — the top 500 global compa- nies even have the chance to establish their differences. nies represent 70 percent of the world’s trade. And the G The speed of technology has enabled companies to big keep getting bigger. Mergers and acquisitions are reinvent themselves as quickly and as often as they the rule of the day and competitors are tougher and desire, making it difficult to differentiate on product dif- smarter than ever before. ferences alone. Intel, for example, increases data storage According to Reeves, in order to differentiate yourself and performance each year, at astounding rates. from competitors, you must offer an option that the That said, it’s not impossible to differentiate based on competition cannot or does not. To do so successfully, product, just difficult. Gillette, for instance, reinvents you should recognize how customers make decisions shaving every few years: with two-bladed razors (Trac based on differentiation. Psychologists have come up II), adjustable two-bladed razors (Atra), shock- with four functions that help people make these deci- absorbent razors (Sensor), and now with three-bladed sions — intuition, thinking, feeling and sensing: razors (Mach 3).
Load more

Recommended publications
  • Jack Trout Y Al Ries Podría Pivotar Muy Bien: Sobre Estos Dos Ejes
    Posicionamiento Al Ries Jack Trout Serie de McGraw-Hill-Management McGraw-Hill Interamericana de México, S.A. de C.V. Este material se utiliza con fines exclusivamente didácticos CONTENIDO Introducción El concepto de «posicionamiento» es el primer intento de enfrentar los problemas de la comunicación en una sociedad sobrecomunicada..................................................................... xvii Capítulo 1. ¿En qué consiste el posicionamiento? Mucha gente no entiende bien cuál es el papel de la comunicación en los negocios y en la política de hoy. En nuestra sociedad sobrecomunicada, en realidad hay una escasa comunicación. Lo que una empresa ha de hacer es establecer un posicionamiento en la mente del cliente. Tal posicionamiento debe tomar en cuenta no sólo los aspectos fuertes y débiles de la empresa, sino también los de sus competidores ........................................ 1 Capítulo 2. El asalto a la mente Existen demasiadas empresas, demasiados productos, con demasiados ruidos en el mercado. El gasto anual per cápita en publicidad en Estados Unidos es de 376 dólares.............. 5 Capítulo 3. Penetración en la mente La mejor manera de penetrar en la mente de una persona es ser el primero en impactarla. Si no es posible, entonces se debe buscar un medio de buscar su posicionamiento frente al producto, al político o la persona que llegó antes ....................................................................... 11 Capítulo 4. Las escalas mentales Para desenvolverse en esta sociedad sobrecomunicada. La gente ha aprendido a clasificar los productos en escalas mentales. En la idea de alquiler de coches, por ejemplo, muchos colocan a Hertz en primer lugar, a Avis en el segundo escalón y a National en el tercero. Antes de optar por un posicionamiento, es preciso conocer qué lugar ocupa el producto en la mente de todos........................................................................................................................
    [Show full text]
  • Study of Branding: Challenges, Positioning & Repositioning
    G.J.C.M.P.,Vol.3(5):222-230 (September-October, 2014) ISSN: 2319 – 7285 Study of Branding: Challenges, Positioning & Repositioning Dr. Sanjay Manocha Assistant Professor, Bharati Vidyapeeth Institute of Management & Research, A-4, Paschim Vihar, New Rohtak Road, New Delhi The battle for a share of the consumer's wallet and cut throat competition for every bit of market space has resulted in search for a powerful weapon that delivers sustainable competitive differentiation. In the beginning itself it is of great relevance to quote Philip Kotler, marketing guru about his perception on brands, "Branding is expensive and time consuming and it can make or break a product." But even then, today, branding is such a strong force that hardly anything goes unbranded. No one had thought that commodities like "Aata", & "Rice" would be branded. Today, one does not go to the shop and ask for just salt but will ask for Tata Salt or Captain Cook Salt or Annapurna Salt. These brands have become part of our daily life. Developing of an effective brand allows the organization to create a distinctive presence in the market and compete more effectively by leveraging its organizational strengths. In the current competitive market, brands are identified as an intangible asset that can be revenue generating in the long run. The brand managers are today facing the twin challenges of localization versus globalization and individualization versus homogenization. In the present paper an effort has been made to study concept of branding, its meaning, functions, branding benefits and approaches of branding. Also branding positioning, repositioning and challenges of brand management have been covered.
    [Show full text]
  • "Bottom-Up Marketing" by Al Ries and Jack Trout
    BOTTOM-UP MARKETING Building A Tactic Into A Powerful Strategy AL RIES & JACK TROUT MAIN IDEA Most traditional marketing is carried out top-down. That is, the senior management decide on a strategy the company will follow and the middle managers decide on the tactics to achieve that strategy. However, history’s most successful companies have invariably developed strategy from the bottom-up. In this method, the company first identifies a tactic that is delivering a sustainable competitive advantage in the minds of consumers. The company then focuses its resources on exploiting that tactic to the greatest possible degree by building the tactic into the company’s entire marketing strategy. Bottom-up marketing suggests that the best and most effective way to become a marketing strategist is to put your mind into your marketplace and to find inspiration where customers come into contact with your product or service. By immersing yourself in the tactics of whatever works in reality, you can develop a highly effective marketing strategy. BOTTOM-UP HOW TO DEVELOP BOTTOM-UP MARKETING MARKETING 1. Go down to the front. Step 1: The most crucial step in developing marketing strategy Customer The management is to go down to your company’s marketplace - your analyzes which customer front line - and find a competitive mental angle tactic currently in for your service or product which works. use produces the Tactic best results. 2. Monitor the trends. Monitoring the trends means to watch for long-term Step 2: shifts in consumer lifestyles that may influence your That tactic is markets. It also means to make the important distinction integrated into the between short-term fads and long-term trends.
    [Show full text]
  • Designing Brand Identity
    Designing Brand Identity Cover design: Jon Bjornson This book is printed on acid-free paper. Copyright © 2013 by Alina Wheeler. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.
    [Show full text]
  • Brand Positioning and Brand Creation
    Brands spin-off 18/3/04 11:01 am Page 1 BRAND POSITIONING AND BRAND CREATION by Anne Bahr Thompson from Brands and Branding published by The Economist in association with Profile Books 2004 Brands spin-off 18/3/04 11:01 am Page 2 Brands spin-off 18/3/04 11:01 am Page 1 Brand positioning and brand creation Anne Bahr Thompson f a brand is to be a source of value for an organisation, its positioning Iin the market and the minds of consumers will be critical to the actual value created. There are many definitions of brand positioning, each a variation on the same basic themes. It is interesting, though, to pick out a couple of definitions from different decades and from different sides of the Atlantic. Positioning starts with a product. A piece of merchandise, a service, an institution, or even a person. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. This was the definition given by Al Ries and Jack Trout in their 1981 book Positioning: The Battle for Your Mind.1 More than 15 years later, the following definition was given in Understanding Brands:2 Positioning means owning a credible and profitable “position” in the consumer’s mind, either by getting there first, or by adopting a position relative to the competition, or by re- positioning the competition. Clearly, both definitions emphasise that, first and foremost, you must think about the minds and emotions of your audience. The former still feels contemporary in its broad definition of product (that it is as much to do with institutions and people as with things).
    [Show full text]
  • How to Drive Your Competition Crazy Guy Kawasaki.Pdf
    NATIONAL BESTSELLER How to DRIVE Your Competition CRAZY CREATING DISRUPTION FOR FUN AND PROFIT AUTHOR OF THE MACINTOSH WAY AND SELLINC THE DREAM Guy Kawasaki FOREWORD BY SCOTT ADAMS, M M How to Drive Your Competition Crazy Also by Guy Kawasaki Hindsights Selimg the Dream The Macintosh Way Database 101 The Computer Curmudgeon How to Creating Drive Your Disruption for Competition Fun and Profit Crazy Guy Kawasaki with Michele Moreno HYPERION New York Copyright © 1995 Guy Kawasaki All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without the written permission ofthe Pub lisher. Printed in the United States ofAmerica. For information address Hyperion, 114 Fifth Avenue, New York, New York 10011. Excerpt from "We Will All Go Together When We Go," © 1958 by Tom Lehrer. Reprinted by permission of Tom Lehrer. Haiku by William Warriner excerpted from 101 Corporate Haiku, © 1994 by William Warriner. Reprinted by permission of Addison- Wesley Publishing Company, Inc. Library of Congress Cataloging-in-Publication Data Kawasaki, Guy, 1954- How to drive your competition crazy : creating disruption for fun and profit / by Guy Kawasaki with Michele Moreno. p. cm. Includes bibliographical references and index. ISBN 0-7868-8163-1 1. Industrial management. 2. Technological innovations. 3. Competition. I. Moreno, Michele. n. Title. HD31.K347 1995 658—dc20 95-10151 CIP Book design by Richard Orioto 3 5 7 9 10 8 6 4 To my son, Nicodemus Mathias Kawasaki. May he drive the competition crazier than his dad ever did. ... at last I understood that writing was this: an impulse to share with other people a feeling or truth that I myself had.
    [Show full text]
  • Favorite Quote: “The Solution to a Positioning Problem Is Usually Found in the Prospect’S Mind, Not in the Product.”
    Favorite Quote: “The solution to a positioning problem is usually found in the prospect’s mind, not in the product.” Summary: first published in 1978, Positioning: The Battle for Your Mind is a 210-page exploration of consumer psychology and marketing strategy. Although a lot of the references have become quite dated, the underlying themes haven’t lost their luster, e.g. product differentiation, competitive positioning. The end goal of all this: mindshare, by establishing your offering—whether it be a ​ ​ product, service, company or person—clearly in the buyer’s mind. Oversimplify your message, and don’t try and change minds. Positioning also teaches us how to: ● Use leading techniques to capture the biggest market share and become a household name ● Build your strategy around your competition's weaknesses ● Reposition a strong competitor and create a weak spot ● Use your present position to its best advantage ● Choose the best name for your product ● Determine when-and why-less is more ● Analyze recent trends that affect your positioning The authors also incorporate over 50 actual case studies based on their decades of marketing consulting work, e.g. GE, IBM, Xerox in addition to several non-corporate positioning challenges like Belgium, Jamaica and the Catholic Church. Authors’ Bios: Al Ries: Al Ries is a marketing professional and author. He is also the cofounder and ​ chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with coining the term "positioning", as related to the field of marketing. Ries graduated from DePauw University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963.
    [Show full text]
  • Summary of "Repositioning" by Jack Trout and Steve Rivkin
    REPOSITIONING Marketing in an Era of Competition, Change, and Crisis JACK TROUT with STEVE RIVKIN JACK TROUT is a Forbes.com columnist and president of Trout & Partners, a marketing consultancy firm he founded. In 40 years of experience in the advertising and marketing fields, Mr. Trout has consulted with companies such as AT&T, IBM, Southwest Airlines, Merck, Procter & Gamble and many others. Mr. Trout’s career started in the advertising department of General Electric and included a stint as an advertising manager at Uniroyal before starting his own firm with Al Ries. Mr. Trout is the author or co-author of fifteen books including Positioning, Marketing Warfare, Big Brands Big Trouble and The 22 Immutable Laws of Marketing. STEVE RIVKIN spent fifteen years as executive vice president at Trout & Ries Inc. before leaving to start his own marketing and communications consultancy, Rivkin and Associates, Inc. in 1989. He is now a widely recognized expert on brand and product naming. Mr. Rivkin, a graduate of the University of Missouri, has co-authored three books with Mr. Trout: The Power of Simplicity, The New Positioning and Differentiate or Die. Mr. Rivkin is a frequent keynote speaker on marketing and communications topics. SUMMARIES.COM is a concentrated business information service. Every week, subscribers are e-mailed a concise summary of a different business book. Each summary is about 8 pages long and contains the stripped-down essential ideas from the entire book in a time-saving format. By investing less than one hour per week in these summaries, subscribers gain a working knowledge of the top business titles.
    [Show full text]
  • Dick Maggiore: the Magnificent Seven: Best Marketing Books Ever
    Dick Maggiore: The Magnificent Seven: Best marketing books ever By Dick Maggiore Special to The Canton Repository Posted at 7:43 AM If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time. Hewlett-Packard co-founder David Packard famously said, “Marketing is far too important to leave to the marketing department.” Marketing is central to a business. Without marketing, a product might never reach its fullest value. Without marketing, a business might not even survive. Thousands of books about marketing have been written. There’s not enough time to read all of them and run your business. So we’ve come up with a list of the top seven marketing books. Our list of books is in the order we recommend they be read. Topping the list is the classic that was named as the most important marketing concept of the 20th century in Advertising Age, the advertising industry’s leading publication. 1. “Positioning: The Battle For Your Mind” — Jack Trout and Al Ries Positioning is the act of designing your product or service and its perception to occupy a differentiated place in the mind of the customer. That differentiated perception is the strategic brand position. Originally published in 1981, it is even more relevant today due to the ever-increasing level of competition. The 20th anniversary edition, published in 2001, has all the original product examples with the addition of later examples. It is a battle for the mind. If you were to read only one book on marketing, this is the one.
    [Show full text]
  • Download From:Aghalibrary.Com Download From:Aghalibrary.Com
    Download from:aghalibrary.com Download from:aghalibrary.com DIFFERENTIATE OR DIE Survival in Our Era of Killer Competition, Second Edition JACK TROUT with Steve Rivkin JOHN WILEY & SONS, INC. Download from:aghalibrary.com Download from:aghalibrary.com DIFFERENTIATE OR DIE DIFFERENTIATE OR DIE Survival in Our Era of Killer Competition, Second Edition JACK TROUT with Steve Rivkin JOHN WILEY & SONS, INC. Copyright # 2000, 2008 by Jack Trout. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose.
    [Show full text]
  • The 22 Immutable Laws of Marketing Violate Them at Your Own Risk
    22 Laws of Marketing 10/31/02 12:23 PM Page 2 The 22 Immutable Laws of Marketing Violate Them at Your Own Risk Al Ries and Jack Trout 22 Laws of Marketing 10/31/02 12:23 PM Page 3 Dedicated to the elimination of myths and misconceptions from the marketing process 22 Laws of Marketing 10/31/02 12:23 PM Page 4 Contents Introduction ix 1. The Law of Leadership 2. The Law of the Category 3. The Law of the Mind 4. The Law of Perception 5. The Law of Focus 6. The Law of Exclusivity 7. The Law of the Ladder 8. The Law of Duality 9. The Law of the Opposite 10. The Law of Division 11. The Law of Perspective 12. The Law of Line Extension 13. The Law of Sacrifice 14. The Law of Attributes 15. The Law of Candor 16. The Law of Singularity 17. The Law of Unpredictability 18. The Law of Success 19. The Law of Failure 20.The Law of Hype 21. The Law of Acceleration 22. The Law of Resources Warning About the Author Credits Copyright About the Publisher Cover 22 Laws of Marketing 10/31/02 12:23 PM Page 5 Introduction Billions of dollars have been wasted on marketing programs that couldn’t possibly work, no matter how clever or brilliant. Or how big the budgets. Many managers assume that a well-designed, well-exe- cuted, well-financed marketing program will work. It’s not necessarily so. And you don’t have to look further than IBM, General Motors, and Sears, Roebuck to find examples.
    [Show full text]
  • Posicionamento Al Ries Jack Trout
    O LIVRO QUE DEU ORIGEM A TODAS AS ESTRATÉGIAS DE MARKETING VOLTADAS PARA O CONSUMIDOR. O LIVRO QUE CRIOU O CONCEITO DE “POSICIONAMENTO COMPETITIVO” HOJE FUNDAMENTAL EM TODAS PRÁTICAS DE MARKETING. Posicionamento mostra através de uma abordagem prática a importância de se criar uma “posição” na mente do consumidor. “A batalha do marketing é travada dentro da mente do consumidor” Como estabelecer, com competência, "posicionamento competitivo" de seus produtos, marcas e empresa. Texto obrigatório para profissionais e estudantes de marketing, vendas e áreas correlatas. Texto obrigatório para profissionais e estudantes de marketing, vendas e áreas correlatas. "Um dos mais importantes livros de comunicação que eu já li!" — Spencer Johnson, autor de Quem Mexeu no Meu Queijo? e co-autor de O Gerente- Minuto. AL RIES é Presidente da Ries & Ries, Roswell, GA, www.ries.com. JACK TROUT é Presidente da Trout & Partners, Old Greenwich, CT, www. troutandpartners. com. Al Ries e Jack Trout são, inquestionavelmente, os estrategistas de marketing mais conhecidos do mundo. BOOKS visite nosso site www.mbooks.com.br Academia Brasileira E Marketing Posicionamento A Batalha por sua Mente AI Ries • Jack Trout M.BOOKS M. Books do Brasil Editora Ltda. Rua Jorge Americano# 61 - Alto da Lapa 05083-130 - São Paulo - SP - Telefones: (11) 3645-0409/(11) 3645-0410 Fax: (11) 3832-0335 - e-mail: [email protected] Dados de Catalogação na Publicação RIES, Al & TROUT, Jack Posicionamento: a Batalha por sua Mente 2009 - São Paulo - M. Books do Brasil Ltda. 1. Marketing 2. Estratégia 3. Administração ISBN: 978-85-7680-066-8 Do original: Positioning: The Battle for Your Mind © 2001 Original em ingles publicado por The McGraw-Hill Companies.
    [Show full text]