Publisher: McGraw-Hill, 1995, 173 pages
Jack Trout updates and adds to a concept that he first wrote about in 1969. It comes in three parts.
Part One presents new material on the mind and how it works. You'll learn the five most important mental elements in the positioning process.
Part Two presents "repositioning" as the antidote for change. Six case studies teach important lessons on what's necessary to reposition yourself.
Part Three outlines the "tricks of the trade" that he has learned after 25 years of work.
If you found the original "Positioning" useful, the sequel is must reading. It contains the final words on what has become one of the biggest words in business.
Interesting book, but it is hard to get too enthusiastic about the contents.
Feels like a try to make the last money out of a trend.