Jack Trout
Jack Trout | |
|---|---|
 | |
| Born | John Francis Trout January 31, 1935 Manhattan, New York, U.S. |
| Died | June 4, 2017 (aged 82) |
| Alma mater | Iona College |
| Occupation | Advertising executive |
John Francis "Jack" Trout (January 31, 1935 – June 4, 2017) was an American advertising executive and an owner of Trout & Partners, a consulting firm. He was the founder and pioneer of positioning theory and also marketing warfare theory.
Career
[edit]Trout started his business career in the advertising department of General Electric. From there he went on to become a divisional advertising manager at Uniroyal.[1] He then joined Al Ries in the advertising agency and marketing strategy firm where they worked together for over twenty-six years.[2]
He was the founder and president of the international marketing strategy firm "Trout and Partners". The firm is represented in offices in many countries worldwide including emerging markets.[3] Trout worked with a number of different client companies, including AT&T, Apple, Citicorp, General Electric, Hewlett-Packard, IBM, Pfizer, Procter & Gamble, Southwest Airlines, and Xerox. When working with pizza chain Papa John's, Trout was majorly involved in the invention of the chain's slogan "better ingredients, better pizza."[3]
In the fall of 2002, Trout began working with the United States Department of State in order to "train new diplomats in the art of projecting a positive image of America overseas" as a part of the Brand America campaign, which sought to improve public opinion about the upcoming Iraq War.[4]
Trout died of intestinal cancer at his home in Old Greenwich, Connecticut, at the age of 82.[5]
Family
[edit]He was survived by his wife Patricia, their six children and 15 grandchildren, and four siblings.[1]
Books
[edit]- Big Brands, Big Trouble: Lessons Learned the Hard Way. New York: John Wiley & Sons. 2001. ISBN 978-0471263036.[6]
- A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius. New York: John Wiley & Sons. 2002. ISBN 978-0471236085.[7]
- Jack Trout on Strategy. New York: McGraw-Hill Education. 2004. ISBN 978-1259589621.[8]
- In Search of the Obvious: The Antidote for Today's Marketing Mess. New Jersey: John Wiley & Sons. 2008. ISBN 978-0470288597.[9]
With Steve Rivkin
- The New Positioning: The Latest on the World's #1 Business Strategy. New York: McGraw-Hill Education. 1996. ISBN 978-0070653283.[10]
- The Power of Simplicity. New York: McGraw-Hill Education. 1998. ISBN 978-0071373326.[11]
- Differentiate or Die. New York: John Wiley & Sons. 2000. ISBN 978-0471028925.[12]
- Repositioning: Marketing in an Era of Competition, Change, and Crisis. New York: McGraw-Hill Education. 2010. ISBN 978-0071635592.
With Al Ries
- Positioning: The Battle for Your Mind. New York: McGraw-Hill Education. 1981. ISBN 0-07-137358-6.[3]
- Marketing Warfare. New York: McGraw-Hill Education. 1986. ISBN 9780070527300.[13]
- Bottom-Up Marketing. New York: McGraw-Hill Education. 1989. ISBN 978-0070527331.[14]
- Horse Sense: The Key to Success Is Finding a Horse to Ride. New York: McGraw-Hill Education. 1990. ISBN 978-0070527355.
- The 22 Immutable Laws of Marketing. New York: HarperCollins. 1993. ISBN 978-0887306662.[15]
References
[edit]- ^ a b Sandomir, Richard (June 7, 2017). "Jack Trout, Who Fought for Consumers' Minds and Money, Dies at 82". The New York Times.
- ^ John R. Hall (October 18, 2004). "Marketing guru talks about differentiation: Jack Trout holds court with a packed audience at AirTime 500 Fall Expo". Air Conditioning, Heating & Refrigeration News. Archived from the original on April 10, 2016. Retrieved April 13, 2012.
- ^ a b c Blossom, Debbie (March 18, 2006). "Marketing wizard due in Tulsa: Internationally known Jack Trout will address the Tulsa Advertising Federation". Tulsa World. Archived from the original on April 9, 2016. Retrieved April 13, 2012.
- ^ Noel C. Paul (March 24, 2003). "Selling war: a review of the campaign; Darts at Hussein as an exercise in 'repositioning the competitor'? Marketers weigh in". Christian Science Monitor. Archived from the original on October 18, 2016. Retrieved April 13, 2012.
- ^ Neff, Jack (June 5, 2017). "Jack Trout, Co-Author of 'Positioning,' Dies at 82". Advertising Age.
- ^ Sue Westcott Alessandri (January 1, 2004). "The Fall of Advertising & the Rise of PR / Big Brands, Big Trouble: Lessons Learned the Hard Way". Journalism & Mass Communication Educator. Archived from the original on October 18, 2016. Retrieved April 13, 2012.
- ^ Lazare, Lewis (December 4, 2002). "Book lists marketing sins". Chicago Sun-Times. Archived from the original on April 9, 2016. Retrieved April 13, 2012.
- ^ Joseph F. McKenna (March 1, 2008). "Catching up with Jack". Tooling & Production. Archived from the original on March 13, 2016. Retrieved April 13, 2012.
- ^ Lute Harmon Sr. (September 1, 2009). "Get healthy in Cleveland". Inside Business Magazine. Archived from the original on October 18, 2016. Retrieved April 13, 2012.
- ^ Petrozzello, Donna (February 12, 1996). "Jack Trout pushes the 'power of sound'(marketing guru on the importance of sound in advertising)". Broadcasting & Cable. Archived from the original on March 8, 2016. Retrieved April 13, 2012.
- ^ Ramsay, John (March 4, 1999). "The Power of Simplicity". Supply Management. Archived from the original on March 9, 2016. Retrieved April 13, 2012.
- ^ K. T. Chelvi (October 29, 2001). "Jack Trout advises on retaining, capturing bigger market share". New Straits Times. Archived from the original on April 9, 2016. Retrieved April 13, 2012.
- ^ Bunn, Dina (January 11, 1998). "Marketing Is War And Winner Gets The Sales, Consultant Says". Rocky Mountain News. Archived from the original on March 26, 2016. Retrieved April 13, 2012.
- ^ Doyle, Tracy (May 1, 2004). "Tactical Switch". Medical Marketing & Media. Archived from the original on April 10, 2016. Retrieved April 13, 2012.
- ^ "Marketing: Ries & Trout's 22 laws". Soft-Letter. September 30, 1993. Archived from the original on October 18, 2016. Retrieved April 13, 2012.
- 1935 births
- 2017 deaths
- Writers from Manhattan
- Iona University alumni
- Marketing theorists
- American marketing people
- Advertising theorists
- Branding theorists
- American business theorists
- Deaths from cancer in Connecticut
- Deaths from colorectal cancer
- 20th-century American male writers
- 21st-century American male writers
- 20th-century American writers