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

3.7  ·  Rating details ·  94 Ratings  ·  13 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
ebook, 256 pages
Published December 22nd 2008 by Wiley (first published 2008)
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Panata Harianja
Apr 10, 2011 rated it did not like it  ·  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
The first few pages is full of gyan. And he introduces us to a 90 yr old book. And gives out a few snippets of that book, its actually good. And makes you think that wisdom be it yesterdays or today will always hold good, if its got common sense. Before i start of let me ask you a few questions.

• Ideas for life.
• Shift.

Most of these are words that accompany a companies Trade mark. Well few u might but the rest u might not. So all that he says is please stick to the obvious. For eg What is the p
Feb 27, 2009 rated it it was amazing  ·  review of another edition
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’
Mar 02, 2013 rated it really liked it  ·  review of another edition
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
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.
James Christensen
Jan 16, 2014 rated it really liked it  ·  review of another edition
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.
Jan 11, 2011 rated it really liked it  ·  review of another edition
Güzel bir kitaptı, açıklayıcı öğretici... sıkılmazsanız okuyabilirsiniz
Rich Krafsig
Not bad, worth reading.
Garin Hess
May 30, 2010 rated it really liked it  ·  review of another edition
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.
Short, to the point but comes with a very strong message of how sometimes the obvious is not so obvious especially in organizations' communications strategy.
Avik Debnath
Mar 21, 2013 rated it really liked it  ·  review of another edition
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......
Apr 24, 2012 rated it really liked it  ·  review of another edition
Shelves: advertising, strategy
The first marketing strategy book I ever read, and one that I still think about today.
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....
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What's the name of firm mentioned in the book? 1 1 May 31, 2013 10:01AM  

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