Repositioning : marketing in an era of competition, change and crisis [Material Impreso] / Jack Trout with Steve Rivkin

Por: Trout, Jack
Colaborador(es): Rivkin, Steve
Datos de publicación: New York: McGraw-Hill, c2010Descripción: iv, 217 p. il. 22 x 15 cm. IMPRESOISBN: 978-0-07-163559-2Tema(s): REPOSICIONAMIENTO | POSICIONAMIENTO | COMPETITIVIDAD | ESTRATEGIA COMPETITIVA | CONSUMIDORES | CRISIS | MARKETINGResumen: Contiene: I. Competition. 1. The foundation. 2. The rise of the competition. 3. Repositioning the competition. II. Change. 4. Change happens; evolution is reality. 5. The bigger they are, the harder they are to change. 6. When not to evolve. III. Crisis. 7. A crisis can change the game. 8. Value is the name of the game. IV. The art of repositioning. 9. Repositioning takes time. 10. Repositioning is not for the meek. 11. Repositioning begins and ends with the CEO. 12. Repositioning is obvious.
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Contiene: I. Competition. 1. The foundation. 2. The rise of the competition. 3. Repositioning the competition. II. Change. 4. Change happens; evolution is reality. 5. The bigger they are, the harder they are to change. 6. When not to evolve. III. Crisis. 7. A crisis can change the game. 8. Value is the name of the game. IV. The art of repositioning. 9. Repositioning takes time. 10. Repositioning is not for the meek. 11. Repositioning begins and ends with the CEO. 12. Repositioning is obvious.

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