Instrumental in developing the vital approach to marketing known as positioning, Jack Trout is President of Trout & Ries, a Greenwich, Connecticut marketing strategy firm that has done work for IBM, Burger King, Chase Manhattan, Xerox, Merck, Proctor & Gamble and other Fortune 500 companies.

With Al Ries, who is the agency's founder and Chairman of the Board, Jack Trout is the co-author of the industry classic, Positioning: The Battle for Your Mind which was published in 1980.

Besides the critical acclaim and wide press coverage given to this book, the principle of "positioning" itself has been the subject of articles in The New York Times and The Wall Street Journal, as well as publications world wide.

In 1985, he and Al Ries wrote a second best-selling book entitled Marketing Warfare. In 1990 they wrote Horse Sense, a book which applies the authors' vast experience to the marketing of people. Their latest book, The 22 Immutable Laws of Marketing outlines the basic reasons why marketing programs succeed or fail in the competitive nineties.

NOTE: Bio is as it appeared in the Forum playbill for "Business Leaders—Looking into the 21st Century" on April 7, 1994.