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Informationen zum Autor JACK TROUT is President of Trout & Partners Ltd. (www.troutandpartners.com), 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 (www.rivkin.net), 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. Klappentext Announcing an update of one of the best marketing books of all time.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. Zusammenfassung Announcing an update of one of the best marketing books of all time. 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. Inhaltsverzeichnis 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 ...
