The New Positioning – The Latest – Jack Trout
English | eBook | Size: 376.18 kB
Jack Trout – The New Positioning: The Latest on the World’s #1 Business Strategy
In The New Positioning, Jack Trout updates and adds to the concept of ‘positioning’ that he first wrote about in 1969-defined as not what you do to the product, but what you do to the mind. He presents new material on the mind and how it works, which includes five of the most important mental elements in the positioning processes. It further presents “repositioning” as the antidote for change: featuring six case studies which teach important lessons on what’s necessary to reposition yourself.
In conclusion, Trout outlines the “tricks of the trade” that he has learned after 25 years of work-making his work one of the most important in the world of business.
Contents:
Introduction
Part 1 – Understanding the Mind
1 Minds Can’t Cope
2 Minds Are Limited
3 Minds Hate Confusion
4 Minds Are Insecure
5 Minds Don’t Change
6 Minds Can Lose Focus
Part 2 – Dealing with Change
7 Repositioning: Where Positioning Is At
8 Repositioning a Software Company
9 Repositioning an Ice Cream Company
10 Repositioning an Accounting Firm
11 Repositioning Political Candidates
12 Repositiioning a Television Show
13 Repositioning an Oil Company
Part 3 – Tricks of the Trade
14 Minds Work by Ear
15 Secrets to Finding a Good Name
16 Getting Around a Bad Name
17 Naming a Category
18 Research Can Confuse You
19 The Positioning Power of PR
20 Six Positioning Pitfalls
21 The Right People in the Room
Index
Format: MOBI
Length: 173 pages
Published: 1997 by McGraw-Hill
ISBN: 0071369198
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