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The New Positioning: The Latest on the World's #1 Business Strategy
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This new edition of Positioning (McGraw, 1980), which Trout coauthored with Al Ries (the two teamed up more recently on Marketing Warfare, LJ 10/15/85), offers recent examples of effectively positioned products along with new topics such as the importance of images that appeal to the ear vs. the eye. The authors give primarily practical advice and write informally. One of their main premises is that brand extension is not repositioning. Rather than put different products under the same name, the company should use different brands, so that each has a clearly focused image. |
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Category: Marketing
Author: Jack Trout
Publisher: McGraw-Hill; 1 edition (May 1, 1997)
Link Download : Please contact us |
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