Jack Trout, perpetrator of leading marketing strategies such as positioning, does an in-depth analysis of the problems ailing marketing today in his latest book, “In Search of the Obvious”.
The brain behind some of the freshest ideas in marketing over the past few decades, Jack Trout is easily the world’s foremost marketing strategist. His concept of positioning is widely recognized as a world leading marketing strategy. He is the founder and president of Trout & Partners Ltd., one of the most prestigious marketing firms, headquartered in Old Greenwich, Connecticut, USA, with offices in thirteen countries.
Having started his career in the advertising department of General Electric, Trout went on to work for twenty six long years with Al Ries, chairman of Ries & Ries. It was during this fruitful association that the two mavens of marketing coauthored the winning Positioning: The Battle for Your Mind, a book that not only changed the way people advertised but also succeeded in propelling Jack Trout into the top fifty marketing gurus of all times. Interestingly, the concept of positioning is just as fresh today; if at all, it has become even more relevant to advertisers and marketers.
In 1993, Al Ries and Trout authored one more best-seller,The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!; the basic premise of the book being that just like the universe is governed by the laws of physics, marketing programs must conform to the twenty-two laws of marketing in order for them to be successful.
Among a slew of other books, the 2008 Differentiate or Die: Survival in Our Era of Killer Competition, authored by Trout and Steve Riskin, stressed on the importance of differentiation as a way to beat the competition. In this book, Trout comes down hard on marketers for taking the easy road all too often. The only way to truly differentiate one self, he warns, is by marketing a product’s unique qualities.
Denne historien er fra August 2017-utgaven av Indian Management.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra August 2017-utgaven av Indian Management.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Trust is a must
Trust a belief in the abilities, integrity, values, and character of any organisation is one of the most important management principles.
Listen To Your Customers
A good customer experience management strategy will not just help retain existing customers but also attract new ones.
The hand that feeds
Providing free meals to employees is an effective way to increase engagement and boost productivity.
Survival secrets
Thrive at the workplace with these simple adaptations.
Plan backwards
Pioneer in the venture capital and private equity fields and co-founder of four transformational private equity firms, Bryan C Cressey opines that we have been taught backwards in many important ways, people can work an entire career without seeing these roadblocks to their achievements, and if you recognise and bust these five myths, you will become far more successful.
For a sweet deal
Negotiation is a discovery process for both sides; better interactions will lead all parties to what they want.
Humanise. Optimise. Digitise
Engaging employees in critical to the survival of an organisation, since the future of business is (still) people.
Beyond the call of duty
A servant leadership model can serve the purpose best when dealing with a distributed workforce.
Workplace courage
Leaders need to build courage in order to enhance their self-reliance and contribution to the team.
Focused on reality
Are you a sales manager or a true sales leader? The difference, David Mattson, CEO, Sandler® and author, Scaling Sales Success: 16 Key Principles For Sales Leaders, maintains, comes down to whether you can see beyond five classic myths that we often tell ourselves about selling.
