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...nnecticut. He has consulted for such companies as Hewlett-Packard, Southwest Airlines, Merck, Procter & Gamble, Papa John’s Pizza and many others. He has consulted with the State Department on how to better sell America and in 2006 helped the Democrats regain leadership of the U.S. Congress.
Recognized as one of the world’s foremost marketing strategists, Trout is the originator of Positioning and other important concepts in marketing strategy. He has over 40 years of experience in advertising and marketing, and became a boardroom advisor to some of the world’s largest corporations and his worldwide consulting work gives him first-hand experience in a wide range of marketing scenarios. Trout has gained an international reputation as a consultant, writer, speaker, and proponent of leading-edge marketing strategies.
Topics
1. Big Brands. BigTrouble.
This book analyzes the failures of some of America’s biggest corporate icons and draws from their experiences “lessons learned the hard way.” It’s a must read for companies who want to get big in a hurry.
2. Differentiate or Die.
This book presents how you can and cannot differentiate yourself in our age of killer competition. A very popular book and lecture, it demonstrates that every product and service can be differentiated if you are willing to focus and sacrifice.
3. 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. A sequel to this book was published in 1995. It's entitled The New Positioning and takes this body of work to a higher level.
4. Marketing Warfare.
This presents the strategy of dealing with the competition in a highly competitive world. It lays out the strategic square and the four different types of warfare: Defensive, offensive, flanking and guerrilla.
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- Positioning and The New Positioning
- Big Brands. BigTrouble
- Differentiate or Die
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