by Jack Trout · tapa blanda · ISBN 9780471028925
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«Differentiate or Die» is the marketing essay by Jack Trout and Steve Rivkin, published by Wiley in paperback (240 pages, in English).
The book argues that, in a market saturated with offerings, the key to survival is achieving real and sustainable differentiation. Drawing on cases such as Dell Computer, Southwest Airlines and Wal-Mart, Trout and Rivkin analyze why some companies manage to stand out and others fail, and review practical strategies such as revisiting the unique selling proposition, using positioning, owning a distinctive idea and turning competition to one's advantage. They also warn that differentiating only through creativity, price or customer orientation is not enough, because rivals can imitate it.
«Differentiate or Die» was published in October 2001 and carries the subtitle «Survival in Our Era of Killer Competition».
Recommended for marketing professionals, executives and entrepreneurs who need to make their offering stand out in saturated markets.
Tapa blanda
John Francis "Jack" Trout was an American advertising executive and an owner of Trout & Partners, a consulting firm. He was the founder and pioneer of positioning theory and also marketing warfare theory.
