DIFFERENTIATE OR DIE - SURVIVAL IN OUR ERA OF KILLER COMPETITION

In 'Differentiate or Die', bestelling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high tech razzle dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initatives--from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College--to determine why some marketers succeed at differentiating themselves while others struggle and fail.