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In search of the obvious : the antidote for today's marketing mess

Author: Jack Trout
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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.  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Trout, Jack.
In search of the obvious.
Hoboken, N.J. : John Wiley & Sons, ©2008
(DLC) 2008016815
(OCoLC)225852398
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jack Trout
ISBN: 9780470399309 0470399309
OCLC Number: 302407175
Description: 1 online resource (xv, 208 pages)
Contents: In Search of the Obvious: The Antidote for Today's Marketing Mess; CONTENTS; PREFACE; Chapter 1: In Search of the Obvious; Chapter 2: What Gets in the Way of the Obvious; Chapter 3: The Internet Can Be an Obvious Problem; Chapter 4: Advertising People Can Be an Obvious Problem; Chapter 5: Marketing People Can Be an Obvious Problem; Chapter 6: An Obvious Look at the Marketing Process; Chapter 7: Some Help in That Search for the Obvious; Chapter 8: You Must Be Aware of Some Obvious Ground Rules; Chapter 9: Some Observations about Obvious Marketing Problems.
Responsibility: Jack Trout.
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Abstract:

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 pr.

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