A road map to empathic and efficient decisions and policies, constructed from new insights in the science of human judgment Faced with another\'s suffering, human beings feel sympathy and may even be moved to charity. However, for all our good intentions and vaunted free will, we are lousy at making the bigger decisions that actually improve lives....

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph....

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It\'s the first concept to deal with the problems of communicating in an overcommunicated society....

A compelling fable that distills the essence of genius marketing strategies The King of Positioning Jack Trout presents the story of PJ Bigdome, a newly appointed CEO looking for a new way to successfully learn about marketing. Luckily, within his PC......

Renowned marketing expert and best-selling author Jack Trout has a message for managers who are struggling to keep up with today\'s ever-changing business climate: Keep It Simple....

Big Brands, Big Trouble is a crisp indictment of marketing executives who ought to be shouldering more responsibility. It is packed with useful insights about how to manage innovation....

Newly appointed CEO B.J.Bigdome struggles in his attempt to develop a strategy for effectively marketing his products. Without a background in marketing, Bigdome doesn\'t know who to turn to for reliable advice - until a genie appears with solutions to all his most pressing quandaries....

You\'ve got your hands on one of the greatest marketing manuals ever written, the classic that defines the strategies, plans, and campaigns of today\'s marketing battlefield. Marketing is war. To triumph over the competition, it\'s not enough to target customers....

With his 1981 classic, \"Positioning\", Jack Trout (along with coauthor Al Reis) forever changed the way marketing strategy is done. In the more than two decades since then, he has remained at the forefront of marketing and strategic thinking....