Steve Rivkin

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Steve Rivkin
Steve Rivkin.jpg
Born (1947-01-13) January 13, 1947 (age 70)
Freeport, New York
Occupation Marketing & Communications Consultant, Author

Steve Rivkin (born January 13, 1947) is a marketing and communications consultant, author and speaker. He founded Rivkin & Associates LLC in 1989.

The son of a pharmacist, Rivkin comes from a medical family that includes a general practitioner, a thoracic surgeon, an ob-gyn, a radiologist, and an infertility specialist. He has consulted with healthcare organizations and more than 100 community hospitals on marketing and public affairs issues,[1] working with partner Fraser P. Seitel, author of The Practice of Public Relations.

In 2006, Rivkin was appointed Senior Fellow in Health Communications & Marketing Strategy for the Estes Park Institute,[2] a national healthcare educational organization. He serves on the Board of Directors of the Estes Park Institute and Volunteers in Medicine.[3][4]

Another of his specialized practice areas is in naming. His firm creates new names for companies and brands.[5] The 2004 book he co-authored, The Making of a Name, was described by Library Journal as "an authoritative and fascinating book on names and naming that will be used by entrepreneurs, students, inventors, marketers and wordsmiths at all levels."[6]

Prior to forming his own firm, Rivkin spent 14 years working with Jack Trout and Al Ries at Trout & Ries Inc., a marketing strategy firm known for its work in positioning[7] He left Trout & Ries as executive vice president.

Rivkin is a frequent speaker on marketing and communications topics, at company seminars, industry conferences, and a contributor to business and trade publications.[8][9][10][11]


Rivkin is the co-author of six books on business and marketing strategy.

  • Differentiate or Die, by Jack Trout and Steve Rivkin, 2nd edition, 2008, John Wiley & Sons.
  • The Making of a Name, by Steve Rivkin and Fraser Sutherland, Oxford University Press, 2004.
  • IdeaWise, by Steve Rivkin and Fraser Seitel, John Wiley & Sons, 2002.
  • The Power of Simplicity, by Jack Trout and Steve Rivkin, McGraw-Hill, 1998.
  • The New Positioning, by Jack Trout and Steve Rivkin, McGraw-Hill, 1996.
  • Repositioning: Marketing in an Era of Competition, Change and Crisis, by Jack Trout and Steve Rivkin, McGraw-Hill, 2010.


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