In today's ultra-competitive world, the average supermarket has forty thousand brand items on its shelves. Car shoppers can wander through the showrooms of over twenty auto makers. Differentiating products today is more challenging than at any time in history, yet it remains a key to a company's survival, the heart of successful marketing. In Differentiate or Die, bestselling author Jack Trout takes marketers to task for taking the easy route of high-tech razzle-dazzle and sleight of hand instead of working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Walmart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College to determine why some marketers succeed while others struggle and fail. The author outlines the many ways to achieve differentiation, while also warning of how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven--things that your competitor can do as well. Carve out your own image in a crowded marketplace. This book can help.
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Jack Trout is president of Trout & Partners, a marketing firm with offices in thirteen countries and a client list that includes AT&T, IBM, Sears, Merrill Lynch, and other Fortune 500 companies. He was the first to popularize the idea of "positioning" products in the minds of consumers. He is a sought-after speaker and the author of numerous marketing books, including Differentiate or Die, In Search of the Obvious, Repositioning, and many others.
Patrick Cullen (a.k.a. John Lescault), a native of Massachusetts, is a graduate of the Catholic University of America. He lives in Washington, DC, where he works in theater.From AudioFile:
A marketing consultant and communications expert writes about the process of making a product stand out from its competitors. Because the trademark that claims to be the cheapest soon may find that it's not, many companies use other strategies to attract and maintain customers. Volvo, for example, differentiates its cars with the promise of safety. A few lucky brands like Kleenex or Xerox became everyday words, forcing competitors to prove they're superior. Sedate Patrick Cullen interprets the text without frills, sticking to an opiate monotone and remaining loyal to word detail. The self-improvement one might anticipate by the end would be to feel like a more informed consumer. J.A.H. © AudioFile 2003, Portland, Maine-- Copyright © AudioFile, Portland, Maine
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Book Description Blackstone Audiobooks, 2001. Audio CD. Book Condition: New. book. Bookseller Inventory # 0786196866
Book Description Blackstone Audio. Book Condition: BRAND NEW. BRAND NEW Audiobook on Library CD - Unabridged A Brand New Quality Audiobook from a Full-Time Bookshop in business since 1992!. Bookseller Inventory # 2219822
Book Description Blackstone Audiobooks, 2001. Audio CD. Book Condition: New. book. Bookseller Inventory # 786196866