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

Informationen zum Autor 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. Klappentext This book could upset a lot of people.This is the first book to state 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 unnecessary growth that 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. Zusammenfassung This book could upset a lot of people.This is the first book to state 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 unnecessary growth that 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. Inhaltsverzeichnis Introduction. The Mess That Marketing Is In.Chapter One. In Search of The Obvious.This is the most important chapter in the book. It is simple, profound, and a secret because few know of it. And someone else wrote most of it.Chapter Two. What gets in the way of the "Obvious".There are forces in play that don't make the search easy or sometimes even possible. They tend to obstruct clear thinking. Some forces are external. Some are internal. They all are things of which you must be aware. Forewarned is forearmed.Chapter Three. The Internet Can Be An "Obvious" Problem.Nothing in the marketing and business world has received so much hype. But be careful, it is not the be all and end all. All it's about are new ways to reach people with your obvious idea. It's just another tool but it can confuse things.Chapter Four. Advertising People Can Be An "Obvious" Problem.Unfortunately, most advertising people look for the creative, not the obvious. For ...

Product details

• Authors: Jack Trout
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 15.12.2008
• EAN: 9780470288597
• ISBN: 978-0-470-28859-7
• No. of pages: 224
• Dimensions: 158 mm x 235 mm x 20 mm
• Subjects: Social sciences, law, business > Business; Marketing, Marketing u. Vertrieb