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It's the most famous, most quoted, most misunderstood business strategy of all time.
Positioning is not what you do to the product. It's what you do to the mind. But how do you get into a crowded 1990s mind? What if somebody already owns your concept?
And what has an era of tumultuous change done to positioning?
The New Positioning is the first new body of thought in more than a decade on the world's most famous business strategy - written by Jack Trout, the author and marketing strategist who started it all, and Steve Rivkin.
The breakthrough 1981 book Positioning: The Battle for Your Mind became a global best-seller in 19 languages.
Now its provocative sequel promises to open even more eyes. Packed with keen insight, penetrating analysis, and irreverent advice, The New Positioning delivers hundreds of examples, anecdotes, and case studies - on computers, oil companies, television shows, soft ice cream, even political candidates.
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Whats new in "The New Positioning'. Jack Trout updates and adds to a concept that he first wrote about in 1969. It comes in three parts. Part One presents new material on the mind and how it works. You'll learn the five most important mental elements in the positioning process. Part Two presents "repositioning" as the antidote for change. Six case studies teach important lessons on what's necessary to reposition yourself. Part Three outlines the "tricks of the trade" that he has learned after 25 years of work. If you found the original "Positioning" useful, the sequel is must reading. It contains the final words on what has become one of the biggest words in business.About the Author:
Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.
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