Differentiate or Die

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.

Auteur

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.

Contenu

Chapter 1. The Tyranny of Choice 1

Chapter 2. The Creeping Commoditization of Categories 11

Chapter 3. Whatever Happened to the Unique Selling Proposition? 19

Chapter 4. Reinventing the Unique Selling Proposition 27

Chapter 5. Quality and Customer Orientation Are Rarely Differentiating Ideas 35

Chapter 6. Creativity Is Not a Differentiating Idea 45

Chapter 7. Price Is Rarely a Differentiating Idea 55

Chapter 8. Breadth of Line is a Difficult Way to Differentiate 67

Chapter 9. The Steps to Differentiation 75

Chapter 10. Differentiation Takes Place in the Mind 83

Chapter 11. Being First is a Differentiating Idea 93

Chapter 12. Attribute Ownership is a Way to Differentiate 103

Chapter 13. Leadership is a Way to Differentiate 117

Chapter 14. Heritage is a Differentiating Idea 125

Chapter 15. Market Specialty is a Differentiating Idea 137

Chapter 16. Preference is a Differentiating Idea 145

Chapter 17. How A Product is Made can be a Differentiating Idea 155

Chapter 18. Being the Latest can be a Differentiating Idea 165

Chapter 19. Hotness is a Way to Differentiate 175

Chapter 20. Growth Can Destroy Differentiation 181

Chapter 21. Differentiation Often Requires Sacrifice 191

Chapter 22. Being Different In Different Places 199

Chapter 23. Maintaining Your Difference 207

Chapter 24. Differentiation in the New World of Buzz 217

Chapter 25. You Can Differentiate Anything 225

Chapter 26. Who is in Charge of Differentiation? 235

Epilogue 243

Notes 245

Index 251