Reposition A Product
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How to Develop Successful New Products
New products are the lifeblood of every successful business. And they also are the greatest peril because the failure rate is so high. How do you capitalize on the former and avoid the latter? The answers are here--in "How to Develop Successful New Products." In thirteen practical, easy-to-read chapters the author shows you the step-by-step formulas for increasing your "hit rate" and protecting yourself and your company from losers, with chapters on: Identifying the reasons for failure Overcoming the barriers to effective communication Identifying those customer needs that matter most Positioning your products to be first, be right, and make the sale Building value-added benefits into your products Generating ideas that pay off every time Expanding your products' reach with more effective segmentation Successfully going global but "thinking local" Loaded with practical examples and illustrations, including case histories that show how the leaders are so successful, "How to Develop Successful New Products" will give you the help you need to build your company one success after another by capitalizing on the skills needed to develop one hot idea after another.
REPOSITIONING: Marketing in an Era of Competition, Change and Crisis
Author: Jack Trout
language: en
Publisher: McGraw Hill Professional
Release Date: 2009-10-30
The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares. Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand. Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.
Venture Capital
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