The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies—providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the “3 Cs” of business: Competition, Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals, differentiate your product, increase your value, and stand out in the crowd. CHANGE WITH THE TIMES: Use the latest technologies, communications, and multimedia resources to connect with your consumers. MANAGE A CRISIS: Cope with everything from profi t losses and rising costs to bad press and PR nightmares. Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on—and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from—and what you can do to make them pick your brand. Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind.

完成定位的书。30年前，杰克·特劳特和艾尔·里斯出版了他们的经典畅销书《定位：为你的头脑而战》，这本书彻底改变了市场营销的世界。但是时代变了。竞争更加激烈。消费者更精明。通讯更快。而一旦成功的公司就陷入了危机模式。重新定位告诉你如何适应，竞争和成功在今天的过度拥挤的市场。全球营销专家杰克·特劳特（Jack Trout）对其最有效的定位策略进行了重新调整，为我们提供了一个必须具备的经验证的营销技术库，专门针对我们当前的环境进行了重新设计。通过重新定位，你可以征服商业的“三个C”：竞争、变革和危机。击败竞争对手：挑战你的对手，使你的产品与众不同，增加你的价值，在人群中脱颖而出。与时俱进：使用最新的技术、通信和多媒体资源与您的消费者建立联系。应对危机：应对各种各样的事情，从利润损失、成本上升到负面新闻和公关噩梦。即使你的公司做得很好，这些尖端的营销观察可以让你在你的游戏顶部和领先于包。你会发现扩大产品线可能会降低你的整体销量，为什么新品牌的销量往往超过老品牌，为什么大幅降价通常是个坏主意。你将了解正面攻击竞争对手的危险以及强调价值的价值。你会看到消费者有太多的选择，你可以做什么让他们选择你的品牌。根据最新的研究、消费者统计和商业新闻标题，Trout揭示了推动当今市场的潜在心理动机。了解消费者的心态是成功的一半。在当今世界，赢得胜利往往是一个重新定位的问题。这是你如何重新思考你一直依赖的策略。这就是你如何重新获得你为之努力的成功。这就是你如何赢得新的心灵之战。