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    The New Positioning (Review and Analysis of Trout and Rivkin's Book)
    The New Positioning (Review and Analysis of Trout and Rivkin's Book)
    The New Positioning (Review and Analysis of Trout and Rivkin's Book)
    Ebook39 pages25 minutes

    The New Positioning (Review and Analysis of Trout and Rivkin's Book)

    By BusinessNews Publishing

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    About this ebook

    The must-read summary of Jack Trout and Steve Rivkin's book: "The New Positioning: The Latest on the World's #1 Business Strategy".

    This complete summary of the ideas from Jack Trout and Steve Rivkin's book "The New Positioning" shows that "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. In their book, the authors explain that a company that is positioned will select an attribute that appeals to the marketplace and align everything it does behind delivering in that area. Over time, the consumer will begin to mentally associate that company with the attribute whenever that product is mentioned. This summary will teach you how to position your company so that you can gain a strong competitive advantage and be on your way to becoming the top-of-mind brand.

    Added-value of this summary:
    • Save time
    • Understand key concepts
    • Expand your knowledge

    To learn more, read "The New Positioning" and discover the key to positioning your company and gaining an edge in the marketplace.
    LanguageEnglish
    PublisherBusiness Book Summaries
    Release dateSep 29, 2014
    ISBN9782511016718
    The New Positioning (Review and Analysis of Trout and Rivkin's Book)

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      Book preview

      The New Positioning (Review and Analysis of Trout and Rivkin's Book) - BusinessNews Publishing

      Book Presentation The New Positioning by Jack Trout & Steve Rivkin

      Book Abstract

      Important Note About This Ebook

      Summary of The New Positioning (Jack Trout & Steve Rivkin)

      Part 1: The Theory of Positioning

      Part 2: Positioning Tips and Techniques

      Part 3: Positioning Case Studies

      Book Abstract

      MAIN IDEA

      Positioning means to concentrate on an idea – or even a word – 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, etc. 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.

      Companies that utilize positioning have a strong edge in the marketplace, because they can focus their marketing messages to drive home one consistent theme. When a company does that successfully and consistently over a period of time, it comes to own that category in the mind of the consumer. In other words, when the consumer thinks of that product category, only one company comes to mind. That’s the ultimate objective of positioning.

      Important Note About This Ebook

      This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

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