Differentiate or Die Survival in Our Era of Killer Competition

ISBN-10: 0470223391
ISBN-13: 9780470223390
Edition: 2nd 2008
List price: $26.95 Buy it from $5.01
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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  More...

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Book details

List price: $26.95
Edition: 2nd
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 3/7/2008
Binding: Hardcover
Pages: 272
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.364
Language: English

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 first" to rationalize consumers' unconscious emotions so that managers can bind them to products. This revised Second Edition includes new and updated examples, new research, fresh case studies, a deeper discussion of specialization, and an in-depth explanation of the ways line-extension can undermine differentiation. Jack Trout (Greenwich, CT) is President of Trout Partners, one of the most prestigious marketing firms in the United States with offices in 13 countries. He is the author of several marketing classics, including Big Brands Big Trouble (978-0-471-41432-2). Steve Rivkin (Glen Rock, NJ) is President of Rivkin & Associates, a marketing and communication consultancy.

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

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