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In Search Of The Obvious
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ISBN
:
9789380032153
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Publisher
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Westland Pvt Ltd.
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Subject
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Business & Management
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Binding
:
Hardcover
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495.0
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391.0
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Description
The search for any marketing strategy is the search for the obvious. In this book marketing guru Jack Trout clears up the confusion that surrounds the marketing profession. Instead of focusing on segmentation or customer retention or search engine optimzation or data mining, marketers should be searching for that simple, obvious differentiation idea. Merketers not looking for the obvious had better have a very low price. This search should begin with what Trout considers the best book ever written on marketing - even though it was published in 1916 and isn't about marketing. Entitled Obvious Adams: The Story of a Successful Business Man, it lays out the five tests of an obvious idea that will lead you to the right marketing strategy for any product. To find these principles for finding the obvious to life, Trout finds obvious solutions to today's troubles for the likes of GM, Coke, Wal-Mart, newspapers, and the bewildering beer business. The fundamental problem is that effective marketing is both complicated and extremely simple - so simple that professional marketers overlook the most obvious and effective ideas entirely, in an attempt to be clever or creative. But if an idea is obvious to you, it will be obvious to your customers - which is why it will work.
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Author Biography
Jack Trout Jack Trout is President of Trout and Partners, one of the most prestigious marketing firms in the United States, with offices in thirteen countries. He is the author of several marketing classics, including Differentiate or Die.
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