Goodreads helps you keep track of books you want to read.
Start by marking “In Search of the Obvious: The Antidote for Today's Marketing Mess” as Want to Read:
In Search of the Obvious: The Antidote for Today's Marketing Mess
Enlarge cover
Rate this book
Clear rating

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

3.55 of 5 stars 3.55  ·  rating details  ·  58 ratings  ·  11 reviews
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 complica
...more
ebook, 224 pages
Published December 22nd 2008 by Wiley (first published 2008)
more details... edit details

Friend Reviews

To see what your friends thought of this book, please sign up.

Reader Q&A

To ask other readers questions about In Search of the Obvious, please sign up.

Be the first to ask a question about In Search of the Obvious

This book is not yet featured on Listopia. Add this book to your favorite list »

Community Reviews

(showing 1-30 of 104)
filter  |  sort: default (?)  |  rating details
Panata Harianja
May 11, 2011 Panata Harianja rated it 1 of 5 stars  ·  review of another edition
Recommends it for: advertising people, student
Shelves: advertising
Pemimpin Coca-Cola Roberto Qoizueta pada tahun 1985 memprediksikan bahwa New Coke akan berubah menjadi "Perkembangan minuman ringan paling penting dalam sejarah perusahaan....Gerakan paling meyakinkan yang pernah ada." Yah, Roberto, yang terjadi adalah bom paling penting dalam sejarah Coke.

Begitu tulis Jack Trout di halaman 226 menggambarkan bagaimana begitu banyak pemasarn dan (apalagi) CEO perusahaan (hingga yang raksasa sekalipun) melakukan kesalahan dalam memahami perkembangan bisnis dan din
...more
Marc Rocket
2 Stars if you've read Differentiate or Die. After reading his other books, this one only brings us about 25 pages of new ideas. I wish he had the courage to just publish a 25 page book and sell for same price. That would be a differentiation in the market.
To make this easier to read scan pages for Coke, GM, IBM, and Apple. Skip these sections as they are rehashed stories from his previous books.
The book us worth the price, just not worth the time.
getAbstract
Entertaining diagnosis of modern marketing – plus a cure

Veteran marketer Jack Trout successfully manages to inject new material while belaboring the obvious. To do well, he says, marketers must go back to the basics, even though it’s popular to chase trends and be cute. Marketers are concerned about fancy strategies, high-tech gadgets, quantitative research, entertaining ads and faddish consultants – all a waste of time. Trout says to go back to the core of marketing. Focus on the obvious. That’
...more
Shrutin
A really good insight into various aspects and pitfalls of marketing.
Jack Trout highlights 'simplicity', and 'the obvious', two keywords that I personally give a lot of importance to in business.
He chooses to differ from the herd, and gives you completely unbiased and hard-hitting facts about how many of the marketing folk have lost perspective, and their way, and how many advertisers too have moved from creating impactful ads for their clients, to making entertaining movies where the client and
...more
James Christensen
Good stuff, but then I'm a Jack Trout fan. To be perfectly honest I'm not sure if there are new things in this book. If you've read 21 laws, and positioning, you probably won't get anything new out of this one.
Garin Hess
Best book I've read so far about differentiating your business from the competition and how to communicate it. Essential reading for any serious business practitioner.
Avik Debnath
A nice book to understand the marketing campaigns and strategies and the mess created by some of the big names in the industry. Overall a decent read......
Damla Kaan
Trout says that marketing isn't complicated thing. Marketers, advertisers make marketing so difficult. If you don't love marketing you should read it....
Jason
The first marketing strategy book I ever read, and one that I still think about today.
Şenol
Güzel bir kitaptı, açıklayıcı öğretici... sıkılmazsanız okuyabilirsiniz
Rich Krafsig
Not bad, worth reading.
Anh Nguy
Anh Nguy marked it as to-read
Dec 07, 2014
Sam
Sam marked it as to-read
Oct 28, 2014
Serkan Cura
Serkan Cura marked it as to-read
Oct 19, 2014
Jason
Jason marked it as to-read
Oct 07, 2014
Juandi Beltranena
Juandi Beltranena marked it as to-read
Sep 28, 2014
Lucas
Lucas marked it as to-read
Jul 12, 2014
Franco
Franco marked it as to-read
May 17, 2014
Jason
Jason marked it as to-read
Apr 27, 2014
Rob
Rob marked it as to-read
Apr 17, 2014
« previous 1 3 4 next »
topics  posts  views  last activity   
What's the name of U.K.consulting firm mentioned in the book? 1 1 May 31, 2013 10:01AM  
Differentiate or Die: Survival in Our Era of Killer Competition The Power of Simplicity Jack Trout on Strategy The New Positioning: The Latest on the World's #1 Business Strategy Repositioning: Marketing in an Era of Competition, Change and Crisis

Share This Book