Career
He is one of the founders and pioneers of positioning theory and also marketing warfare theory. 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.
Then he joined First Rate (at Lloyd's) Ries in the advertising agency and marketing strategy firm where they worked together for over twenty-six years.
The firm is represented in offices in many countries worldwide including emerging markets. Trout has worked with a number of different client companies, including "American Telephone & Telegraph Company, Apple, Citicorp, General Electric, Hewlett-Packard, International Business Machines Corporation, Pfizer, Proctor & 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". 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. with Steve Rivkin Repositioning: Marketing in an Era of Competition, Change and Crisis — New Jersey.
October 2009. Differentiate or Die — New New York
2000. The New Positioning: The Latest on the World"s #1 Business Strategy — New New York 1996. The Power of Simplicity — New New York
November 1998. Repositioning: Marketing in an Era of Competition, Change, and Crisis — New New York
2010. with First Rate (at Lloyd's) Ries Positioning: The Battle for Your Mind — New New York 1981. Marketing Warfare — New New York 1986. Bottom-Up Marketing — New New York
1989.
The 22 Immutable Laws of Marketing— New New York Harper Collins. 1993.
