In Search of the Obvious
The Antidote for Today's Marketing Mess
By (author) Jack Trout
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In Search of the Obvious by Jack Trout
Book DescriptionThis is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.
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Book DetailsISBN: 9780470288597
(236mm x 161mm x 21mm)
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 24-Oct-2008
Country of Publication: United Kingdom
Books By Author Jack Trout
REPOSITIONING, Hardback (November 2009)
Jack Trout's timely follow up to his landmark work, Positioning!
Differentiate or Die, Hardback (March 2008)
Announcing an update of one of the best marketing books of all time. Differentiation has become a very big word in business thanks in great part to Differentiate or Die. It has been called one of the best marketing books of all time.
Marketing Warfare, Hardback (December 2005)» View all books by Jack Trout
Like the 20th Anniversary Edition of the best-selling Positioning, this Anniversary Edition of Marketing Warfare will allow the authors to annotate and expand upon their classic.
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Author Biography - Jack Trout
Jack Trout is President of Trout Partners, one of the most prestigious marketing firms in the United States, with offices in thirteen countries. His client list includes Southwest Airlines, IBM, Merrill Lynch, Sears, and the U.S. State Department. He is the author of several marketing classics, including Differentiate or Die, Second Edition, from Wiley. For more information, please visit www.TroutandPartners.com.
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