Positioning and The New Positioning
This lays out the rules of marketing in terms of dealing with the minds of your customers and prospects. The mind is the ultimate battleground in all marketing wars. Positioning deals with the importance of being first, starting new categories, repositioning the competition, the importance of the name and the need to sacrifice and focus your efforts. "The New Positioning" is based on the sequel Trout's first positioning book and takes this body of work to a higher level. Marketing Warfare
This is the "process" presentation that develops the thesis that successful tactics should drive strategy.
Differentiate or Die
In our killer competitive economy, if you don't have a point of difference, you better have a very low price. Jack Trout details ways you can separate yourself from competition. To illustrate how it's done, the book draws on case studies from successful businesses all over the world.
Big Brands. Big Trouble.
A look at the lessons learned from the mistakes of many of America's former icons: Xerox, AT&T, Levi's and others. It reviews both mistakes and what should have been done to avoid trouble.
Trout on Strategy
In this presentation, Jack Trout looks at the seven basic principles behind what good strategy is all about.
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