Big Brands Big Trouble

Trout, Jack

ISBN 10: 0471414328 / ISBN 13: 9780471414322

Edité par John Wiley, New York, 2001

A propos de cet article

Lessons Learned the Hard Way.

N° de réf. du vendeur 035855

Détails bibliographiques

• Titre: Big Brands Big Trouble
• Éditeur: John Wiley, New York
• Date de parution: 2001
• Langue: anglais
• ISBN à 10 chiffres: 0471414328
• ISBN à 13 chiffres: 9780471414322
• Reliure: Soft cover
• Édition: First
• État de l'article: Very Good

A propos de ce titre

Synopsis

One of the most respected marketing gurus in the world shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes. It wasn't long ago that Levi-Strauss, Xerox, Crest, AT&T, Firestone, and Digital Equipment dominated their respective markets. What happened to undermine their standings and of those of other superbrands? Are their declines simply the inevitable consequence of change and the birth of new competition? In this important predecessor to the classic Differentiate or Die, "the king of positioning," Jack Trout answers that question with a resounding "No!" Writing in his signature, straight-from-the-hip style he reveals the disastrous marketing and strategy blunders that led to the dissolution of the most recognized superbrands. He clearly shows how those mistakes could have been avoided. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.

À propos de l?auteur

JACK TROUT is President of Trout & Partners, one of the most prestigious marketing firms in the United States, with offices in twelve countries and a client list that includes AT&T, IBM, Merrill Lynch, Southwest Airlines, and other Fortune 500 companies. Recognized as one of the influential gurus of marketing, Trout was the first to popularize the idea of "positioning" products and ideas in the minds of consumers. A sought-after speaker, he is the author of numerous marketing classics, including the bestselling Differentiate or Die (Wiley), Positioning: The Battle for Your Mind, The 22 Immutable Laws of Marketing, and The Power of Simplicity. Please visit Jack Trout at www.troutandpartners.com