Showing results for "Trout" in Marketing

There are laws of nature, so why shouldn't there be laws of marketing? As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics...

Best selling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives and outlines the many ways you can achieve differentiation.

Jack Trout, one of the most respected marketing gurus in the world, shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes...

To bring the principles of 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 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 consumer - which is why it will work.