Kirjahaku

From the bestselling coauthor of Positioning--essential tactics for success in every marketing arenaWith his 1981 classic, Positioning, Jack Trout (along with coauthor Al Reis) forever changed the way marketing strategy is done. In the more than two decades since then, he has remained at the forefront of marketing and strategic thinking. Written in response to the demands by Trout fans, acolytes, and students worldwide, this book brings together the key ideas from his substantial body of work in a quick-bite format.Trout on StrategyIs an ideal introduction to the thinking of one of the century's most influential marketing innovators Explores Trout's major themes, including survival, perception, differentiation, and more Connects the dots in his major works and makes his ideas relevant to the biggest issues facing business today

'Engaging...Trout practices what he preaches' - "Publishers Weekly". 'Compelling' - "Booklist". It's high time for businesses to replace complexity with common sense, argues corporate guru Jack Trout in this impassioned yet practical guide. The best-selling coauthor of the classic "Positioning" shows managers how to banish jargon, articulate their vision, simplify processes, and refocus on core issues - all without expensive consultants or money-wasting programs. "The Power of Simplicity" throws a life jacket of reality to readers drowning in management fads and wondering why their business isn't better. Trout and coauthor Steve Rivkin present guidelines for thinking in straightforward terms and cutting through ridiculous jargon. Marketing means turning simple ideas into strategy.Such concepts aren't too basic for Herb Kelleher of Southwest Airlines, Jack Welch of General Electric, and Andy Grove of Intel, to name a few successful CEOs who share their insights and war stories in these pages. Be a contrarian. Information? Too much can confuse you. Growth? It can hurt your business. It's time to look hard at knee-jerk assumptions and adjust your business practices accordingly. You'll examine how GM, Gillette, Volvo, Apple, and Xerox have either done so and been better for it or ignored these truths at their peril. Respect your people. Business ultimately lives or dies by people, not money. Trout's four chapters on "People Issues" are worth a library full of human resource tracts.

A Top Management Survival Guide The era of the celebrity CEO is over. Savage press coverage, warring boards, and a distrustful public are putting more pressure than ever on CEOs to perform at every level including tough marketing calls they might not have the background to make. So, if your PC doesn t come equipped with a genie, here are a few of the things Jack Trout s A Genie s Wisdom will teach you: How branding works How to design a product strategy How to get pricing right How to conduct good research How to choose and use logos How to avoid the most common marketing mistakes In addition, there are other quick tips you can t afford to miss. So stop wishing for answers and get in the know before your career goes up in smoke. "Gimmicks may come and gimmicks may go, but Jack s principles and insights over the long haul are winners." John Schnatter, CEO, Papa John s International