In Search of the Obvious: The Antidote for Today's Marketing Mess

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This 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.

About this item

Important Made in USA Origin Disclaimer: For certain items sold by Walmart on Walmart.com, the displayed country of origin information may not be accurate or consistent with manufacturer information. For updated, accurate country of origin data, it is recommended that you rely on product packaging or manufacturer information.

This 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.

Specifications

Publisher: John Wiley & Sons Inc
Publish Date: Oct 2008
ISBN-13: 9780470288597
ISBN-10: 0470288590
Format: Hardcover
Number of Pages: 208
Shipping Weight (in pounds): 0.9
Product in Inches (L x W x H): 6.5 x 9.25 x 1.0
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