Repositioning: marketing in an era of competition, change, and crisis
Author: Trout, Jack ; Rivkin, StevePublisher: McGraw-Hill, 2010.Language: EnglishDescription: 217 p. ; 22 cm.ISBN: 9780071635592Type of document: BookBibliography/Index: Includes bibliographical references and index
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Main Collection |
HF5801 .R54 2010
(Browse shelf) 900199698 |
Available | 900199698 | |||
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Europe Campus Main Collection |
HF5801 .R54 2010
(Browse shelf) 001256840 |
Available | 001256840 | |||
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Middle East Campus Main Collection |
HF5801 .R54 2010
(Browse shelf) 500010813 |
Available | 500010813 |
Includes bibliographical references and index
Digitized
Repositioning Marketing In An Era of Competition, Change, and Crises Contents Prologue........................................................................ 1 PART 1 COMPETITION........................................................................................ 7 1 The Foundation......................................................... 9 2 The Rise of the Competition................................... 21 3 Repositioning the Competition .............................. 33 PART 2 CHANGE................................................................................................. 51 4 Change Happens; Evolution Is Reality.................. 53 5 The Bigger They Are, the Harder They Are to Change.............................................. 75 6 When Not to Evolve............................................... 91 PART 3 CRISIS ................................................................................................ 109 7 A Crisis Can Change the Game............................ 111 8 Value Is the Name of the Game............................125 PART 4 THE ART OF REPOSITIONING........................................................... 143 9 Repositioning Takes Time.................................... 145 10 Repositioning Is Not for the Meek.......................163 11 Repositioning Begins and Ends with the CEO............................................. 179 12 Repositioning Is Obvious.................................... 189 Epilogue....................................................................207 Index......................................................................... 209
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