基本信息出版社：John Wiley & Sons
页码：272 页
出版日期：2008年03月
ISBN：0470223391
条形码：9780470223390
装帧：精装
正文语种：英语
外文书名：变异或死亡: 致命竞争时代的生存

内容简介 在线阅读本书

A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real–world examples and his own unique insight to show you how to bind customers to your products for long–term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
作者简介 Jack Trout is President of Trout & Partners Ltd. (www.troutandpartners.com), one of the nation′s most prestigious marketing firms with offices in twenty–two countries. He is recognized as a top marketing guru and is the creator of the revolutionary concept of positioning. He is also the coauthor of the bestselling classic Positioning, among many other titles.

Steve Rivkin is founder of Rivkin & Associates LLC (www.rivkin.net), a marketing and communication consultancy. He is coauthor of five books on marketing and communication strategy and is a frequent speaker at seminars and conferences around the world.
专业书评

Announcing an update of one of the best marketing books of all time.

Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.*

Because of its importance, Jack Trout and Steve Rivkin have updated it and added new material they wish they had written the first time around.

Now it's better than ever, with eighteen new case studies, completely updated material, and three new chapters. One offers extensive research on category commoditization. Another covers differentiation in the new world of buzz. The third new chapter reveals how you can differentiate anything using compelling, nonbusiness examples to prove this point.

If you've read the First Edition, you'll probably enjoy this new Second Edition even more. For a full understanding of differentiation today, keep this purple copy on your shelf next to the original red one.

*The editors of Soundview Executive Book Summaries.