Jack Trout Ordre des livres

Vorteile auf einen Blick: nachhaltige Positionierung von Dienstleistungen oder Produkten, Methoden zur Erreichung hoher Marktanteile, Erkennung und Nutzung von Wettbewerbs schwächen, unterstützt durch aktuelle europäische Beispiele. Dieses Buch war das erste, das sich mit Positionierung beschäftigte und zählt bis heute zu den bedeutendsten Werken der Marketing-Literatur. Es vermittelt Methoden zur Erreichung und Beibehaltung hoher Marktanteile, zeigt, wie man die Schwächen der Wettbewerber in die eigene Marketing-Strategie integriert, und erklärt, wie man den größtmöglichen Nutzen aus der aktuellen Positionierung eines Produkts zieht. Zudem wird die Analyse von Trends behandelt, die die Positionierung beeinflussen. Die Autoren, Al Ries und Jack Trout, sind weltweit führende Marketing-Vordenker. Al Ries ist Chairman der Unternehmensberatung Ries & Ries in den USA, während Jack Trout Chairman von Trout & Partners ist. Der Übersetzer Lorenz Wied arbeitet bei Trout & Partners und hat direkten Zugang zu Jack Trout. Stimmen zum Werk loben es als eines der wichtigsten Kommunikationsbücher und betonen, dass es dem Leser die Grundlagen der Positionierung näherbringt und als starkes Werkzeug zur nachhaltigen Entwicklung von Produktunterschieden dient.

This essential guide builds on the foundational concepts of positioning in marketing. In a landscape where competition is intense and consumers are more discerning, adapting is crucial for success. Global marketing expert Jack Trout updates effective positioning strategies to equip businesses for today’s crowded marketplace. The book addresses the “3 Cs” of business: Competition, Change, and Crisis. To beat the competition, it emphasizes the importance of differentiating your product and enhancing its value. Adapting to change involves leveraging the latest technologies and communication methods to engage consumers effectively. Managing crises is also vital, as companies face challenges like profit losses and negative publicity. Even thriving businesses can benefit from these insights to maintain their edge. Readers will learn that expanding product lines can sometimes reduce overall sales, new brands may outperform established ones, and cutting prices often backfires. The book highlights the risks of direct competition and underscores the importance of emphasizing value. Trout draws on recent research, consumer data, and current business trends to uncover the psychological factors influencing today’s market. Understanding consumer mindsets is key to success, making repositioning a critical strategy for regaining and maintaining market leadership.

Like the 20th Anniversary Edition of the best-selling Positioning, this Anniversary Edition of Marketing Warfare will allow the authors to annotate and expand upon their classic.

One of the most respected marketing gurus in the world shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes.It wasn't long ago that Levi-Strauss, Xerox, Crest, AT&T, Firestone, and Digital Equipment dominated their respective markets. What happened to undermine their standings and of those of other superbrands? Are their declines simply the inevitable consequence of change and the birth of new competition? In this important predecessor to the classic Differentiate or Die, "the king of positioning," Jack Trout answers that question with a resounding "No!" Writing in his signature, straight-from-the-hip style he reveals the disastrous marketing and strategy blunders that led to the dissolution of the most recognized superbrands. He clearly shows how those mistakes could have been avoided. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.