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Differentiate or Die: Survival in Our Era of Killer Competition Second Edition
Jack Trout with Steve Rivkin
LS Price: $16.95
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Format: Hardcover, 272pp.
Pub. Date: Second Edition, March 7, 2008
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Item No: 9780470223390
Description and Reviews
From The Publisher:
A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
Consumers today have an endless number of choices among products that are virtually identical. Short of slashing your prices and wrecking your margins, differentiating is the only way to gain market share and win.
Since its original publication, Differentiate or Die has become the bible for marketers who must find a way to separate their products and brands from the competition. Meanwhile, competition among similar products and services has only intensified—making differentiation even more important.
In this fully updated edition of Differentiate or Die, Jack Trout and Steve Rivkin bring the book in line with all the newest ideas and recent changes in marketing. Trout doesn't pull any punches, taking marketers to task for going the easy route too often—using high-tech razzle-dazzle or advertising sleight of hand to woo customers. The only way to truly differentiate yourself is by marketing the product's uniquely valuable qualities.
Full of practical case studies that show great differentiation in action, including new case studies from Russia and China, Differentiate or Die, Second Edition, shows you how to tap into core differentiating ideas like heritage, market leadership, and being first to emotionally connect customers to your products. In addition, this revision includes new research on brand commoditization, new insight on using buzz to your advantage, a new chapter on differentiating absolutely anything, and a detailed look at the perils of line extension in today's marketplace. These are only a few of the valuable, proven differentiation strategies included in the book, giving you unparalleled insight into one of marketing's most intractable problems.
From the classic "unique selling proposition" approach to the ins and outs of product positioning, this book contains all the best, most effective strategies for differentiating your product from the competition in tight quarters.
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About the Author
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.
Table of Contents
|1||The Tyranny of Choice||1|
|2||Whatever Happened to the U.S.P.?||11|
|3||Reinventing the U.S.P. ||19|
|4||Quality and Customer Orientation Are Rarely Differentiating Ideas||27|
|5||Creativity Is Not a Differentiating Idea||37|
|6||Price Is Rarely a Differentiating Idea||45|
|7||Breadth of Line Is a Difficult Way to Differentiate||57|
|8||The Steps to Differentiation||65|
|9||Differentiation Takes Place in the Mind ||73|
|10||Being First Is a Differentiating Idea||83|
|11||Attribute Ownership Is a Way to Differentiate||95|
|12||Leadership Is a Way to Differentiate||107|
|13||Heritage Is a Differentiating Idea||115|
|14||Market Specialty Is a Differentiating Idea||127|
|15||Preference Is a Differentiating Idea||135|
|16||How a Product Is Made Can Be a Differentiating Idea||145|
|17||Being the Latest Can Be a Differentiating Idea||155|
|18||Hotness Is a Way to Differentiate||163|
|19||Growth Can Destroy Differentiation||169|
|20||Differentiation Often Requires Sacrifice||179|
|21||Being Different in Different Places ||185|
|22||Maintaining Your Difference||195|
|23||Who Is in Charge of Differentiation?||205|
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