The New Positioning
With short, staccato bursts of information, each chapter no longer than 10 pages, Trout intrigues the reader long enough to listen to his new theories on positioning. If a market has shifted or an entity has lost its focus, positioning–or redefining the entity in the minds of its consumers–must occur. His discussion includes some amazing facts and statistics and six abbreviated case histories, including Lotus (before its IBM purchase), Carvel, KPMG Peat Marwick, George Bush, Entertainment Tonight and Spain’s national oil company. Irreverent, brash, and fun to read.