Presents guidelines that show managers how to cope with complexities by focusing on essentials in areas such as management, leadership, marketing, long-term planning, and motivation

The Power of Simplicity

Business & Money

Trout, Jack

Rivkin, Steve

Management & Leadership

McGraw=Hill

The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind―a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode. Repositioning shows you how to adapt, compete―and succeed―in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies―providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the “3 Cs” of business: Competition, Change, and Crisis . . .
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BEAT THE COMPETITION: Challenge your rivals, differentiate your product, increase your value, and stand out in the crowd. </li>
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CHANGE WITH THE TIMES: Use the latest technologies, communications, and multimedia resources to connect with your consumers. </li>
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MANAGE A CRISIS: Cope with everything from profi t losses and rising costs to bad press and PR nightmares.</li>
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Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on―and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from―and what you can do to make them pick your brand. Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind.

Repositioning: Marketing in an Era of Competition, Change and Crisis

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the secrets of successful brand names--how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. The book outlines what kind of names exist--the initialized, descriptive, allusive, and coined. How namers surf on brainwaves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered. Why names symbolize benefits. Where in the world brands may be found, and what will become of them. Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming. The Making of A Name is the one book anyone interested in "owned words" must have.

The Making of a Name: The Inside Story of the Brands We Buy

Sutherland, Fraser

Marketing & Sales

Oxford University Press

A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.

Differentiate or Die: Survival in Our Era of Killer Competition

wiley

An easy-to-understand and easy-to-implement method for creating new ideas and new products This book blows the lid off the so-called "idea gurus" by demystifying the creation of great new innovations. It offers readers a way to look at their company's existing products and services in order to transform them into new ideas. Well-known and respected authors Steve Rivkin and Fraser Seitel take readers into the Idea-Scape, a place where innovation is born from existing ideas transformed and manipulated in inventive ways to produce new products and business solutions. Examples of methods outlined include: What can you combine with an existing idea? What can you adapt? How can you put a product to other uses? What can you eliminate? . . . and much more.

IdeaWise: How to Transform Your Ideas into Tomorrow's Innovations

Seitel, Fraser

"Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand."-David Ogilvy In today's ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than at any time in history yet it remains at the heart of successful marketing. More importantly, it remains the key to a company's survival. In Differentiate or Die, bestselling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail. More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today's most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including: * Revisiting the U.S.P. Rosser Reeves's classic unique selling proposition approach, updated for today's marketplace * Positioning Understanding how the mind works in the differentiating process * Owning an Idea Techniques to seize a differentiating idea, dramatize it, and make it your own * Competition How to use differentiating ideas against your competitors in the marketplace Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won't stand a chance. Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven things that your competitors can do as well. Praise for Differentiate or Die "Another great book by the king of positioning!"-John Schnatter, CEO, Papa John's International "Differentiate or Die differentiates itself on the groaning marketing bookshelf with its lucid prose, its clear vision of the future marketplace . . . and its sensible solutions for surviving the frenzied competition we're sure to find there."-Dan Rather, CBS News "What I like about Differentiate or Die is the book's emphasis on the power of logic, simplicity, and clarity-getting to the essence of a problem. In Silicon Valley, attributes like that can make the difference between having lunch and being lunch."-Scott McNealy, CEO, Sun Microsystems, Inc. "Trout and Rivkin marvelously illustrate that differentiation is the cornerstone of successful marketing." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "We've built our business by being first-and executing best. Jack Trout and Steve Rivkin are doing the same, delivering the timely, powerful insights that will drive tomorrow's marketing strategies. A must read for anyone looking to win in an unforgiving competitive marketplace."-Mike Ruettgers, CEO, EMC Corporation "Dotcom executives must learn the lessons of Differentiate or Die. If they don't, I pity their investors."-Aaron Cohen, CEO, Concrete Media; Co-Founder, Bolt.com

John Wiley&Sons, Inc.

&laquo,Diferenciación&raquo, se ha convertido en una palabra clave del mundo de los negocios gracias, en gran parte, a la primera versión de Diferenciarse o Morir. La obra fue seleccionada por los editores de Soundview Executive Book Summaries como uno de los doce mejores libros de management &laquo,de todos los tiempos&raq

Diferenciarse o Morir: Cómo sobrevivir en este entorno hipercompetitivo de alto riesgo (Empresa y gestión) (Spanish Edition)

Peralba, Raúl

Education & Reference

Ediciones Pirámide

El Nuevo Posicionamiento (Spanish Edition)

Economics

McGraw-Hill Interamericana

See the best price to sell, buy, or rent books by Rivkin, Steve. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Rivkin, Steve

See the best price to sell, buy, or rent books by Rivkin, Steve. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

The Power of Simplicity

Repositioning: Marketing in an Era of Competition, Change and Crisis

The Making of a Name: The Inside Story of the Brands We Buy

Differentiate or Die: Survival in Our Era of Killer Competition

IdeaWise: How to Transform Your Ideas into Tomorrow's Innovations

Differentiate or Die: Survival in Our Era of Killer Competition

Diferenciarse o Morir: Cómo sobrevivir en este entorno hipercompetitivo de alto riesgo (Empresa y gestión) (Spanish Edition)

El Nuevo Posicionamiento (Spanish Edition)