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Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.*
Because of its importance, Jack Trout and Steve Rivkin have updated it and added new material they wish they had written the first time around.
Now it's better than ever, with eighteen new case studies, completely updated material, and three new chapters. One offers extensive research on category commoditization. Another covers differentiation in the new world of buzz. The third new chapter reveals how you can differentiate anything using compelling, nonbusiness examples to prove this point.
If you've read the First Edition, you'll probably enjoy this new Second Edition even more. For a full understanding of differentiation today, keep this purple copy on your shelf next to the original red one.
*The editors of Soundview Executive Book Summaries.
Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.*
Because of its importance, Jack Trout and Steve Rivkin have updated it and added new material they wish they had written the first time around.
Now it's better than ever, with eighteen new case studies, completely updated material, and three new chapters. One offers extensive research on category commoditization. Another covers differentiation in the new world of buzz. The third new chapter reveals how you can differentiate anything using compelling, nonbusiness examples to prove this point.
If you've read the First Edition, you'll probably enjoy this new Second Edition even more. For a full understanding of differentiation today, keep this purple copy on your shelf next to the original red one.
*The editors of Soundview Executive Book Summaries.
JACK TROUT is President of Trout & Partners Ltd. ([...] one of the nation's most prestigious marketing firms with offices in twenty-two countries. He is recognized as a top marketing guru and is the creator of the revolutionary concept of positioning. He is also the coauthor of the bestselling classic Positioning, among many other titles.
STEVE RIVKIN is founder of Rivkin & Associates LLC ([...] a marketing and communication consultancy. He is coauthor of five books on marketing and communication strategy and is a frequent speaker at seminars and conferences around the world.
Chapter 1. The Tyranny of Choice 1
Chapter 2. The Creeping Commoditization of Categories 11
Chapter 3. Whatever Happened to the Unique Selling Proposition? 19
Chapter 4. Reinventing the Unique Selling Proposition 27
Chapter 5. Quality and Customer Orientation Are Rarely Differentiating Ideas 35
Chapter 6. Creativity Is Not a Differentiating Idea 45
Chapter 7. Price Is Rarely a Differentiating Idea 55
Chapter 8. Breadth of Line is a Difficult Way to Differentiate 67
Chapter 9. The Steps to Differentiation 75
Chapter 10. Differentiation Takes Place in the Mind 83
Chapter 11. Being First is a Differentiating Idea 93
Chapter 12. Attribute Ownership is a Way to Differentiate 103
Chapter 13. Leadership is a Way to Differentiate 117
Chapter 14. Heritage is a Differentiating Idea 125
Chapter 15. Market Specialty is a Differentiating Idea 137
Chapter 16. Preference is a Differentiating Idea 145
Chapter 17. How A Product is Made can be a Differentiating Idea 155
Chapter 18. Being the Latest can be a Differentiating Idea 165
Chapter 19. Hotness is a Way to Differentiate 175
Chapter 20. Growth Can Destroy Differentiation 181
Chapter 21. Differentiation Often Requires Sacrifice 191
Chapter 22. Being Different In Different Places 199
Chapter 23. Maintaining Your Difference 207
Chapter 24. Differentiation in the New World of Buzz 217
Chapter 25. You Can Differentiate Anything 225
Chapter 26. Who is in Charge of Differentiation? 235
Epilogue 243
Notes 245
Index 251
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 272 S. |
| ISBN-13: | 9780470223390 |
| ISBN-10: | 0470223391 |
| Sprache: | Englisch |
| Herstellernummer: | 14522339000 |
| Einband: | Gebunden |
| Autor: |
Trout, Jack
Rivkin, Steve |
| Auflage: | 2nd edition |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, amartine@wiley-vch.de |
| Maße: | 235 x 157 x 19 mm |
| Von/Mit: | Jack Trout (u. a.) |
| Erscheinungsdatum: | 01.03.2008 |
| Gewicht: | 0,554 kg |
JACK TROUT is President of Trout & Partners Ltd. ([...] one of the nation's most prestigious marketing firms with offices in twenty-two countries. He is recognized as a top marketing guru and is the creator of the revolutionary concept of positioning. He is also the coauthor of the bestselling classic Positioning, among many other titles.
STEVE RIVKIN is founder of Rivkin & Associates LLC ([...] a marketing and communication consultancy. He is coauthor of five books on marketing and communication strategy and is a frequent speaker at seminars and conferences around the world.
Chapter 1. The Tyranny of Choice 1
Chapter 2. The Creeping Commoditization of Categories 11
Chapter 3. Whatever Happened to the Unique Selling Proposition? 19
Chapter 4. Reinventing the Unique Selling Proposition 27
Chapter 5. Quality and Customer Orientation Are Rarely Differentiating Ideas 35
Chapter 6. Creativity Is Not a Differentiating Idea 45
Chapter 7. Price Is Rarely a Differentiating Idea 55
Chapter 8. Breadth of Line is a Difficult Way to Differentiate 67
Chapter 9. The Steps to Differentiation 75
Chapter 10. Differentiation Takes Place in the Mind 83
Chapter 11. Being First is a Differentiating Idea 93
Chapter 12. Attribute Ownership is a Way to Differentiate 103
Chapter 13. Leadership is a Way to Differentiate 117
Chapter 14. Heritage is a Differentiating Idea 125
Chapter 15. Market Specialty is a Differentiating Idea 137
Chapter 16. Preference is a Differentiating Idea 145
Chapter 17. How A Product is Made can be a Differentiating Idea 155
Chapter 18. Being the Latest can be a Differentiating Idea 165
Chapter 19. Hotness is a Way to Differentiate 175
Chapter 20. Growth Can Destroy Differentiation 181
Chapter 21. Differentiation Often Requires Sacrifice 191
Chapter 22. Being Different In Different Places 199
Chapter 23. Maintaining Your Difference 207
Chapter 24. Differentiation in the New World of Buzz 217
Chapter 25. You Can Differentiate Anything 225
Chapter 26. Who is in Charge of Differentiation? 235
Epilogue 243
Notes 245
Index 251
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 272 S. |
| ISBN-13: | 9780470223390 |
| ISBN-10: | 0470223391 |
| Sprache: | Englisch |
| Herstellernummer: | 14522339000 |
| Einband: | Gebunden |
| Autor: |
Trout, Jack
Rivkin, Steve |
| Auflage: | 2nd edition |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, amartine@wiley-vch.de |
| Maße: | 235 x 157 x 19 mm |
| Von/Mit: | Jack Trout (u. a.) |
| Erscheinungsdatum: | 01.03.2008 |
| Gewicht: | 0,554 kg |
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