- Paperback: 173 pages
- Publisher: McGraw-Hill; 1 edition (May 1 1997)
- Language: English
- ISBN-10: 0070653283
- ISBN-13: 978-0070653283
- Product Dimensions: 22.6 x 14.7 x 1.5 cm
- Shipping Weight: 340 g
- Average Customer Review: 3.2 out of 5 stars See all reviews (6 customer reviews)
- Amazon Bestsellers Rank: #481,939 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
From Library Journal
This new edition of Positioning (McGraw, 1980), which Trout coauthored with Al Ries (the two teamed up more recently on Marketing Warfare, LJ 10/15/85), offers recent examples of effectively positioned products along with new topics such as the importance of images that appeal to the ear vs. the eye. The authors give primarily practical advice and write informally. One of their main premises is that brand extension is not repositioning. Rather than put different products under the same name, the company should use different brands, so that each has a clearly focused image. Repositioning involves changing this focus. Despite the subtitle, this book is not aimed at the consumer but at the advertising executive interested in the best way to present ideas to top management. The book can be quickly absorbed and appears to have been quickly pulled together, since it reads as a person might talk. Not essential, especially if the library owns the previous edition.?Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio
Copyright 1995 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
Copyright 1995 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
From Booklist
With short, staccato bursts of information, each chapter no longer than 10 pages, Trout intrigues the reader long enough to listen to his new theories on positioning. If a market has shifted or an entity has lost its focus, positioning--or redefining the entity in the minds of its consumers--must occur. His discussion includes some amazing facts and statistics and six abbreviated case histories, including Lotus (before its IBM purchase), Carvel, KPMG Peat Marwick, George Bush, Entertainment Tonight, and Spain's national oil company. Irreverent, brash, and fun to read. Barbara Jacobs
--This text refers to an out of print or unavailable edition of this title.
Inside This Book
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First Sentence
While the mind may be a mystery, we know one thing for certain: it's under attack. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
While the mind may be a mystery, we know one thing for certain: it's under attack. Read the first page
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Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
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Most helpful customer reviews
4.0 out of 5 stars
A clear message quickly absorbed,
By
This review is from: The New Positioning: The Latest on the World's #1 Business Strategy (Paperback)
Some of those who read the original book, Positioning, found this sequel disappointingly short on new information. However, if you have not read the original, this book is worth reading, in part because it applies its own principles to communicate simply and briefly. Case studies are kept short and the central messages delivered efficiently then reinforced. Trout emphasizes the enormous amount of information and number of choices facing people and the consequent need for simplicity of message, and a clear position in the minds of consumers. Trout uniformly dislikes brand line extension, though he does not deal with counter-examples. The first section of the book, Understanding the Mind sets up the cognitive framework for the positioning approach. The second section, Dealing with Change, helps companies reposition themselves in consumers' minds. The third section, The Tricks of the Trade, goes into some specific strategies for penetrating the noise with your signal. There are deeper and newer books on the subject, but the clear message of this quickly-readable book is worth taking in.
5.0 out of 5 stars
Highly Recommended!,
By
This review is from: The New Positioning: The Latest on the World's #1 Business Strategy (Paperback)
You can achieve better brand recognition and sales if you understand how the mind works. Jack Trout (assisted by Steve Rifkin) emphasizes that the human mind is limited, hates confusion and easily loses focus. The authors cite companies that have succeeded in their brand strategy and advertising by following these principles, and a few who failed because they didn't. The book concludes with "tricks of the trade" that you can use. In keeping with these principles, the volume is simply and clearly written, brief, well organized and focused. However, since it was published about four years ago and talks about the beginning of the information age, some of the material already may sound familiar. But if you can ignore that sense of déjà vu, the book offers an excellent summary of the relationship between how the mind works and how best to use product positioning. We [...] recommend this book to marketing mavens with inquiring minds
3.0 out of 5 stars
What's "New"?,
By
This review is from: The New Positioning: The Latest on the World's #1 Business Strategy (Paperback)
For someone who has not read any of the authors' (especially Trout's) other books, this has some value. For that reason, I rate it higher than do many other reviewers. However, it is inferior to the original Positioning (by Ries and Trout) and adds very little (if anything) that is "new" to the concepts and comments provided in that important book. The value of the original is increased substantially when read in combination with other works such as Levitt's The Marketing Imagination and Barker's Paradigms. Because effective positioning is (literally) a moving target, those involved must be both willing and able to modify that positioning in response to rapid, sometimes major changes in the competitive marketplace. That is to say, new positioning may be necessary. The authors of this book already have an excellent title. Now all they need is a text which is worthy of it.
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