Differentiate or Die Survival in Our Era of Killer Competition

Name: Differentiate or Die Survival in Our Era of Killer Competition
Availability: InStock
ISBN: 9780470223390

ISBN-10: 0470223391

ISBN-13: 9780470223390

Edition: 2nd 2008

Authors: Jack Trout, Steve Rivkin

List price: $29.00

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Description:

A revision of the handbook that taught marketers to differentiate in order to dominate the competition Since Differentiate or Die was published seven years ago, competition for mindshare in a world of look-alike products and services has only intensified. The message of the book is more important than ever: that companies often fail to recognize their own most powerful and unique attribute and fail to implement a strategy that emphasizes and supports that attribute. Differentiation is not branding, but the essence of what branding is about. Trout demonstrates successful differentiation through examples from around the world, using core ideas like heritage, market leadership, and "being…

Book details

List price: $29.00
Edition: 2nd
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 3/7/2008
Binding: Hardcover
Pages: 272
Size: 6.20" wide x 9.00" long x 1.00" tall
Weight: 0.968
Language: English




The Tyranny of Choice



The Creeping Commoditization of Categories



Whatever Happened to the Unique Selling Proposition?



Reinventing the Unique Selling Proposition



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



Differentiation in the New World of Buzz



You Can Differentiate Anything



Who Is in Charge of Differentiation?


Epilogue


Notes


Index