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In Search of the Obvious: The Antidote for Today's Marketing Mess |  |
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In Search of the Obvious: The Antidote for Today's Marketing Mess | |
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.
作者简介
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.
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.
