Jack Traut Biography

His first place of work was General Electric, where he served in the advertising department. A little later, Trout was invited to Uniiroyal to a leading position. For about 20 years, he collaborated with the famous specialist in the field of marketing Al -Rice. Marketers became co -authors of a very famous book about marketing wars, where they compared market wars with real military operations.

Later, the eyes of the authors nevertheless dispersed and Trout created his own agency. In the years of the twentieth century, having taken as a basis the theory of “unique trade offers”, he deduced the author’s concept, calling it “the concept of positioning”. Under the guidance of Trauta, a large group of experts worked, who worked according to the methodology developed by him.

The performances and books of Trauta about marketing are full of humor. His ideas are simple and accessible to specialists who do not even have an education in the field of marketing and advertising. The field of scientific interests is considered the concept of positioning the most important scientific achievement of Jack Traut. In all his books, he developed the same idea, only placing different semantic accents.

A note 1 but the essence is everywhere: to achieve success, you must first differ from competitors. Trout believed that the competition was concluded in the consumer’s mind: it is he who makes a decision, buy this product to him or choose another. And the main goal of the positioning strategy is to achieve the association of products of a particular manufacturer with a specific product category as a whole.

Trout also introduced the so -called “military” terminology: offensive marketing strategies, competitive attack and intelligence. The main works of G. Battle for minds. " This publication is called the most important point of evolution of world marketing, the concept of positioning is actively applied today. Having originated in X on the basis of competition of competition, it is relevant now.

In this book, the authors compared military operations with doing business, where the developed tactics are also needed and the battle cannot be avoided. It became the final part of the marketing trilogy, where strategic planning was more accurately described. It is called a textbook with a description of basic laws and marketing principles. The remark 2 of Jack Trauta is rightfully considered dominant in marketing to this day.

The author’s books are published in many languages, and each of them is characterized by simplicity and accessibility of presentation.

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