Of the ten or so marketing and PR books I have reviewed in the last 12 months the stand-out is Repositioning: marketing in an era of competition, change and crisis by Jack Trout and Steve Rivkin.Trout and Rivkin have written a book of uncommon wisdom for the post Global Financial Crisis world. They call on companies anxious to succeed, to adjust the perceptions people have either of them or their competition. This mandates repositioning the competition and or competing all out on a simply defined value proposition.
Most managers are disinclined to attack the competition head. It usually invites comparison, criticism and counter attack. However Trout and Rivkin cite examples in the olive oil, luxury car, liquor and other industries where marketers have used this strategy to fence in the competition and win.
On the other hand “value is the name of the game”. And companies can grow market share when they do something special, pioneer new technologies, compete on whole of life costs or introduce a premium.
On the other hand “value is the name of the game”. And companies can grow market share when they do something special, pioneer new technologies, compete on whole of life costs or introduce a premium.
This is an easy to read five star book for those after different ideas.
No comments:
Post a Comment