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Download In Search of the Obvious: The Antidote for Today's Marketing Mess Audiobook (Unabridged)

Extended Audio Sample In Search of the Obvious: The Antidote for Todays Marketing Mess (Unabridged), by Jack Trout
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (44 ratings) (rate this audio book) Author: Jack Trout Narrator: Sean Pratt Publisher: Gildan Media LLC Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date:
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This audiobook could upset a lot of people. It is the first to state the obvious: Marketing is a mess. Jack Trout intends to make the people who made the mess very uncomfortable. Only then will they begin to look for the obvious solutions that will separate their products from their competitors - in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense. The search for any marketing strategy is the search for the obvious.

We are in an era of killer competition. Category after category is perceived as a commodity. This fact is the central reason the critically important function of marketing is such a mess. It's also why the average chief marketing officer barely lasts beyond two years in the job.

In this audiobook, marketing guru Jack Trout clears up the confusion that surrounds the marketing profession. Instead of focusing on segmentation or customer retention or search engine optimization or data mining, marketers should be searching for that simple, obvious differentiating idea. 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. Trout goes beyond the obvious by laying out what gets in the way of this search, like the Internet, advertising people, marketing people, Wall Street, research, even the future. These are all huge distractions that keep marketers from their most important task: differentiating their products.

To bring 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. Download and start listening now!

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Listener Opinions

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Garin Hess | 10/23/2013

    " 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. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Jason | 7/10/2013

    " The first marketing strategy book I ever read, and one that I still think about today. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Avik Debnath | 4/10/2013

    " 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...... "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 by Damla Kaan | 9/12/2010

    " 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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