Summary: the New Positioning - Jack Trout and Steve RivkineBook - 2014
This work offers a summary of the book "THE NEW POSITIONING: The Latest on the World's #1 Business Strategy" by Jack Trout and Steve Rivkin. "Positioning" means to concentrate on an idea that defines the company and its products in the minds of consumers, and to avoid the temptation to try and be all things to everybody. Every product or service has attributes that appeal to the marketplace - for example, price, quality, taste, value, ingredients, et cetera As The New Positioning explains, a company that is positioned will select one of these attributes and align everything it does behind delivering in that specific area. Over time, the consumer will begin to mentally associate that company with the attribute whenever that product is mentioned. According to Trout and Rivkin, companies that utilize positioning have a strong edge in the marketplace, because they can focus their marketing messages to drive home one consistent theme. The New Positioning is an easy-to-read book based on amazing facts, statistics and case histories.
Publisher: [United States] :, Business Book Summaries :, 2014.
Branch Call Number: eBook hoopla
Characteristics: 1 online resource data file, rda
Alternative Title: hoopla (Digital media service)