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Trout, Jack

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

Trout, Jack - In Search of the Obvious: The Antidote for Today's Marketing Mess, ebook

27,80€

Ebook, ePUB with Adobe DRM
ISBN: 9780470475546
DRM Restrictions

Printing67 pages with an additional page accrued every 11 hours, capped at 67 pages
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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.

Keywords: BUSINESS & ECONOMICS / Sales & Selling BUS058000

Author(s)
Publisher
John Wiley and Sons, Inc.
Publication year
2008
Language
en
Edition
1
Page amount
256 pages
Category
Economy
Format
Ebook
eISBN (ePUB)
9780470475546
Printed ISBN
9780470288597

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