Instrumental in developing the vital approach to marketing known as
"positioning", he is responsible for some of the freshest ideas to be
introduced into marketing thinking in the last several decades.
Jack Trout is President of Trout & Partners, one of the most prestigious
marketing firms with headquarters in Old Greenwich, CT and offices in 13
countries. Jack Trout manages and supervises a global network of experts that
apply his concepts and develop his methodology around the world. The firm has
done work for AT&T, IBM, Burger King, Merrill Lynch, Xerox, Merck, Lotus,
Ericsson, Tetra Pak, Repsol, Hewlett-Packard, Procter & Gamble, Southwest
Airlines and other Fortune 500 companies.
Jack Trout started his business career in the advertising department of General
Electric. From there he went on to become a divisional advertising manager at
Uniroyal. Then he joined Al Ries in the advertising agency and marketing
strategy firm where they worked together for over twenty-six years.
With Al Ries he co-authored the industry classic, Positioning:
The Battle for Your Mind, which was published in 1980. In 1985 he and Al Ries
wrote a second best-selling book entitled Marketing Warfare. Positioning and
Marketing Warfare are now published in 14 languages. In 1988
Bottom-Up-Marketing was published. In 1993 their book, The 22 Immutable Laws of
Marketing became the marketing bible. It outlined the basic reasons why
marketing programs succeed or fail in the competitive nineties. Jack Trout
closed the circle with the sequel to Positioning in 1995. Entitled The New
Positioning it takes the world?s No. 1 business strategy to a new level. It
became a Business Week best seller and has already been translated into 16
languages. This was followed by The Power of Simplicity ? A Management Guide To
Cutting Through the Nonsense And Doing Things Right. Then it was Differentiate
or Die ? Survival in Our Era of Killer Competition which presented the keys to
survival in a killer global economy. This has also become a best seller.
His latest books are entitled Big Brands Big Trouble and The Genie's Wisdom.
They explain why the marketing process is so important for senior management to
learn and practice.
We have done a wide range of seminars and lectures all over the world. They
range from one-hour to one-day. And they can be tailored to match your
requirements. All of these lectures are based on the following books and can be
combined in any form required.
1. Big Brands Big Trouble.
This book analyzes the failures of some of America's biggest corporate icons
and draws from their experiences lessons learned the hard way. It's a must
read for companies who want to get big in a hurry.
2. Differentiate or Die.
This book presents how you can and cannot differentiate yourself in our age of
killer competition. A very popular book and lecture, it demonstrates that every
product and service can be differentiated if you are willing to focus and
sacrifice.
3. Positioning and The New Positioning.
This lays out the rules of marketing in terms of dealing with the minds of your
customers and prospects. The mind is the ultimate battleground in all marketing
wars. Positioning deals with the importance of being first, starting new
categories, repositioning the competition, the importance of the name and the
need to sacrifice and focus your efforts. A sequel to this book was published
in 1995. It's entitled The New Positioning and takes this body of work to a
higher level.
4. Marketing Warfare.
This presents the strategy of dealing with the competition in a highly
competitive world. It lays out the strategic square and the four different
types of warfare: Defensive, offensive, flanking and guerrilla.
These are presented in a PowerPoint format and include a number of case
histories, which are tailored to the audience.
