Differentiate or Die: Survival in Our Era of Killer Competition
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- Wiley
More About This Title Differentiate or Die: Survival in Our Era of Killer Competition
English
JACK TROUT is President of Trout & Partners Ltd. (www.troutandpartners.com), one of the most prestigious marketing firms in the United States, with offices in 13 countries and a client list that includes AT&T, IBM, Merrill Lynch, Sears, and other Fortune 500 companies. Recognized as one of the influential gurus of marketing, Trout was the first to popularize the idea of "positioning" products and ideas in the minds of consumers. A sought-after speaker, he is the author of numerous marketing classics including the bestselling Positioning: The Battle for Your Mind, The 22 Immutable Laws of Marketing, and The Power of Simplicity.
STEVE RIVKIN is coauthor of The New Positioning and The Power of Simplicity and head of a communications consulting firm whose clients include Kraft Foods, Olin Corp., and Horizon Health System. He is based in Glen Rock, New Jersey.
STEVE RIVKIN is coauthor of The New Positioning and The Power of Simplicity and head of a communications consulting firm whose clients include Kraft Foods, Olin Corp., and Horizon Health System. He is based in Glen Rock, New Jersey.
English
The Tyranny of Choice.
Whatever Happened to the U.S.P.?
Reinventing the U.S.P.
Quality and Customer Orientation Are Rarely Differentiating Ideas.
Creativity Is Not a Differentiating Idea.
Price Is Rarely a Differentiating Idea.
Breadth of Line Is a Difficult Way to Differentiate.
The Steps to Differentiation.
Differentiation Takes Place in the Mind.
Being First Is a Differentiating Idea.
Attribute Ownership Is a Way to Differentiate.
Leadership Is a Way to Differentiate.
Heritage Is a Differentiating Idea.
Market Specialty Is a Differentiating Idea.
Preference Is a Differentiating Idea.
How a Product Is Made Can Be a Differentiating Idea.
Being the Latest Can Be a Differentiating Idea.
Hotness Is a Way to Differentiate.
Growth Can Destroy Differentiation.
Differentiation Often Requires Sacrifice.
Being Different in Different Places.
Maintaining Your Difference.
Who Is in Charge of Differentiation?
Notes.
Index.
Whatever Happened to the U.S.P.?
Reinventing the U.S.P.
Quality and Customer Orientation Are Rarely Differentiating Ideas.
Creativity Is Not a Differentiating Idea.
Price Is Rarely a Differentiating Idea.
Breadth of Line Is a Difficult Way to Differentiate.
The Steps to Differentiation.
Differentiation Takes Place in the Mind.
Being First Is a Differentiating Idea.
Attribute Ownership Is a Way to Differentiate.
Leadership Is a Way to Differentiate.
Heritage Is a Differentiating Idea.
Market Specialty Is a Differentiating Idea.
Preference Is a Differentiating Idea.
How a Product Is Made Can Be a Differentiating Idea.
Being the Latest Can Be a Differentiating Idea.
Hotness Is a Way to Differentiate.
Growth Can Destroy Differentiation.
Differentiation Often Requires Sacrifice.
Being Different in Different Places.
Maintaining Your Difference.
Who Is in Charge of Differentiation?
Notes.
Index.
