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The New Positioning Audio, Cassette – Audiobook, January, 1996


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Editorial Reviews

From Library Journal

This new edition of Positioning (McGraw, 1980), which Trout coauthored with Al Ries (the two teamed up more recently on Marketing Warfare, LJ 10/15/85), offers recent examples of effectively positioned products along with new topics such as the importance of images that appeal to the ear vs. the eye. The authors give primarily practical advice and write informally. One of their main premises is that brand extension is not repositioning. Rather than put different products under the same name, the company should use different brands, so that each has a clearly focused image. Repositioning involves changing this focus. Despite the subtitle, this book is not aimed at the consumer but at the advertising executive interested in the best way to present ideas to top management. The book can be quickly absorbed and appears to have been quickly pulled together, since it reads as a person might talk. Not essential, especially if the library owns the previous edition.?Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio
Copyright 1995 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From Booklist

With short, staccato bursts of information, each chapter no longer than 10 pages, Trout intrigues the reader long enough to listen to his new theories on positioning. If a market has shifted or an entity has lost its focus, positioning--or redefining the entity in the minds of its consumers--must occur. His discussion includes some amazing facts and statistics and six abbreviated case histories, including Lotus (before its IBM purchase), Carvel, KPMG Peat Marwick, George Bush, Entertainment Tonight, and Spain's national oil company. Irreverent, brash, and fun to read. Barbara Jacobs --This text refers to an out of print or unavailable edition of this title.
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Product Details

  • Audio Cassette
  • Publisher: Soundelux Audio Pub (January 1996)
  • Language: English
  • ISBN-10: 1559351934
  • ISBN-13: 978-1559351935
  • Product Dimensions: 4.3 x 0.7 x 7.1 inches
  • Shipping Weight: 4.8 ounces
  • Average Customer Review: 3.3 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #8,332,867 in Books (See Top 100 in Books)

More About the Authors

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Customer Reviews

I think Jack Trout could be one of the best when it comes to marketing.
GoHuskers
The first part of the book covers the latest psychology of how the mind of a prospect is influenced.
Roger Peter Marec
At 166 page the book is on the thin side, but the it's even thinner contents wise.
DMAT

Most Helpful Customer Reviews

58 of 60 people found the following review helpful By A Customer on December 7, 1998
Format: Paperback
"The New Positioning" is one of the biggest disappointments I have ever encountered. I had previously purchased "The 22 Immutable Laws of Marketing" by Trout & Ries and found it *extremely* valuable. Took many notes and refer to it often. I did not take one single note on "The New Positioning," which is just a tired, uninspired rehash of Trout's original work, and not nearly as solid or concise. Before tossing it in the wastebasket, I want to alert others: Save your time and money for "The 22 Immutable Laws of Marketing." You'll be glad you did. Trout is, in effect, failing to take his own very good advice: He is engaging in a sort of "line extension" that will ultimately dilute his credibility with regard to anything else he ever writes.
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24 of 25 people found the following review helpful By Max More on August 26, 2001
Format: Paperback
Some of those who read the original book, Positioning, found this sequel disappointingly short on new information. However, if you have not read the original, this book is worth reading, in part because it applies its own principles to communicate simply and briefly. Case studies are kept short and the central messages delivered efficiently then reinforced. Trout emphasizes the enormous amount of information and number of choices facing people and the consequent need for simplicity of message, and a clear position in the minds of consumers. Trout uniformly dislikes brand line extension, though he does not deal with counter-examples. The first section of the book, Understanding the Mind sets up the cognitive framework for the positioning approach. The second section, Dealing with Change, helps companies reposition themselves in consumers' minds. The third section, The Tricks of the Trade, goes into some specific strategies for penetrating the noise with your signal. There are deeper and newer books on the subject, but the clear message of this quickly-readable book is worth taking in.
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21 of 23 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on May 22, 2001
Format: Paperback
For someone who has not read any of the authors' (especially Trout's) other books, this has some value. For that reason, I rate it higher than do many other reviewers. However, it is inferior to the original Positioning (by Ries and Trout) and adds very little (if anything) that is "new" to the concepts and comments provided in that important book. The value of the original is increased substantially when read in combination with other works such as Levitt's The Marketing Imagination and Barker's Paradigms. Because effective positioning is (literally) a moving target, those involved must be both willing and able to modify that positioning in response to rapid, sometimes major changes in the competitive marketplace. That is to say, new positioning may be necessary. The authors of this book already have an excellent title. Now all they need is a text which is worthy of it.
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15 of 18 people found the following review helpful By iVan Wong on June 12, 2000
Format: Paperback
It's just a direct "copy" of the marketing classics by the same authors "Positioning". Not many new idea there.
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9 of 12 people found the following review helpful By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER on May 25, 2001
Format: Paperback
You can achieve better brand recognition and sales if you understand how the mind works. Jack Trout (assisted by Steve Rifkin) emphasizes that the human mind is limited, hates confusion and easily loses focus. The authors cite companies that have succeeded in their brand strategy and advertising by following these principles, and a few who failed because they didn't. The book concludes with "tricks of the trade" that you can use. In keeping with these principles, the volume is simply and clearly written, brief, well organized and focused. However, since it was published about four years ago and talks about the beginning of the information age, some of the material already may sound familiar. But if you can ignore that sense of déjà vu, the book offers an excellent summary of the relationship between how the mind works and how best to use product positioning. We [...] recommend this book to marketing mavens with inquiring minds
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1 of 1 people found the following review helpful By CLAUDIO SAAVEDRA GONZALE on May 6, 2009
Format: Paperback
It is dissapointing to see one of the founders of the Positioning concept writing such a poor book. There six repositioning example cases worked [...], which don't show any reliable method or conceptual backbone behind. All seem to be whimsy improvisations of "what might work" for these companies.
Repositioning is shown as a melange of company strategy, branding strategy, business modelling and so on.
Worse of all, repositioning is designed after poor and unreliable market research data.
Still too much emphasis on communication to change perceptions, and little emphasis on company delivery as the true proof of company intention.
The market is not that dumb!

Claudio Saavedra, MBA., PhD
Professor of Industrial Marketing
Santiago - Chile
[...]
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1 of 1 people found the following review helpful By Roger Peter Marec on March 2, 2006
Format: Paperback
Trout has a half a dozen bestsellers to his name. He has been a consultant for major lending corporations. Rivkin worked with Trout then branched out on his own. Together these two have put together a great book for positioning your company in today's market. Examples are take from their personal experience with companies. The first part of the book covers the latest psychology of how the mind of a prospect is influenced. It covers how the mind characterizes different types of incoming data. Part 2 goes into the repositioning of your company to correspond and take advantage of these natural laws. Trout covers the basic pitfalls in this area as well. This book is well titled (positioned)!

Five Stars
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