by Jack Trout, Steve Rivkin · McGraw Hill · tapa dura · ISBN 9780071635592
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«Repositioning: Marketing in an Era of Competition, Change and Crisis» is the marketing essay by Jack Trout and Steve Rivkin (McGraw Hill, hardcover).
This essay explains how brands can review their positioning to survive in a saturated market. It proposes three keys —competition, change and crisis—: challenge rivals, differentiate the product, communicate with the consumer and understand the psychological motives behind their decisions.
Companion work to the classic «Positioning: The Battle for Your Mind» by Jack Trout and Al Ries. Published in English in 2009.
For marketing, communication and business strategy professionals looking to update their approach in a competitive market.
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.
