Jack Trout is president of Trout & Partners, a worldwide marketing firm with headquarters in Connecticut and offices in 13 countries. With Al Ries, he coauthored the marketing classic Positioning and the bestsellers Marketing Warfare and The 22 Immutable Laws of Marketing. Trout's books have been translated into 16 languages, including the BusinessWeek bestseller The New Positioning. You can visit his Web site at www.troutandpartners.com. Steve Rivkin is a naming expert with Trout & Partners and coauthor of three books with Jack Trout. He is founder of Rivkin & Associates LLC, a marketing and communications consultancy in Glen Rock, N.J. Visit Steve at www.rivkin.net.

目录

Chapter one: Perception is reality. Chapter two: Evolution is reality. Chapter three: How to evolve. Chapter four: When to evolve. Chapter five: Internal evolution. Chapter six: Repositioning takes time. Chapter seven: Repositioning as a competitive weapon. Chapter eight: Using a negative to set up a positive. Chapter nine: Repositioning in politics. Chapter ten: Repositioning in business.

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