Trout on Strategy Book Report Lu Liu
Author and Author’s Qualification. • Jack Trout (1935) • Microsoft, AT&T, Southwest Airlines, Burger King, Holiday Inn, Iberia, Master Card, Intel, IBM, Procter & Gamble and many others • acted as consultant to the US department of State on the “USA” brand. • originator of “positioning” – the key concept of strategic marketing.
Other precious publications of Jack Trout “Positioning: The Battle for Your Mind” “Marketing Warfare” “The 22 Immutable Laws of Marketing” “Differentiate of Die” “Big Brands – Big Trouble” “Genie’s Wisdom” “In Search of the Obvious. The Antidote for Today’s Marketing Mess” “Repositioning. Marketing in an era of competition, change and crisis”
Target Audience Marketing students who need to grasp the essence and rules of market Those who are fond of strategy and warfare, probably marketing consultants
Summarizing Statement The customers has so many good alternatives that you pay clearly for your mistakes. Your competitors can get your business next months and you don’t get it back very easily. “In business, the terrain is the market place, the enemy is the competition, the objective is consumers’ minds, and the weapons are media.” “Strategy”—the science of planning and directing large scale military operations of maneuvering forces into the most advantages position prior to actual engagement with the enemy
Summary of Key Points Strategy is all about survival Strategy is all about perceptions Strategy is all about differentiation Strategy is all about competition Strategy is all about simplicity Strategy is all about leadership
Recommendations
• To our mind on how to win in this competitive world • The relationship of Cooperation and Competitive • Realize that using the conception of warfare, we are actually building walls and walls instead of bridges and bridges.
You need to read the book So, watch a video and be one of his fans. http://www.youtube.com/watch?v=DixFgreeaw