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杰克·特劳特:国际著名营销大师,他提出的定位理论曾压倒菲利浦·科特勒、迈克尔·菲特,被美国营销协会评为有史以来对美国营销影响最大的观念。在他的眼中,商业即战争,他根据军事中选择决战地点的概念提出定位观念,就是要采取一切手段,来争取自己在顾客心中的领地。他曾经帮助联华公司在受到微软的攻击后绝处逢生,也曾帮助新生的西班牙石油公司成功阻击全球的石油巨头,更帮助七喜汽水赢得可乐大战。那么他的战争理论能否指导中国企业赢得商战的胜利呢?
Jack Trout: an internationally renowned marketing guru, his positioning theory has overwhelmed Philip Kotler and Michael Fett, and has been named by the American Marketing Association as the most influential concept for American marketing. In his eyes, business is war. According to the concept of choosing the decisive battle site in the military, he puts forward the concept of positioning, that is, to take all means to fight for his own territory in the customer’s mind. He once helped UMC to survive the attack by Microsoft. He also helped emerging Spanish oil companies successfully stop the global oil giants and helped them win Coca-Cola wars. Can his war theory guide Chinese companies to win the commercial war?