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This is the first book that states the obvious: Marketing is amess. 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 creativeand edgy, not the obvious. They will not be happy.

Marketing people are criticized for getting hopelessly entangledin corporate egos and complicated projects. They will not behappy.

Research people are criticized for generating more confusionthan clarity. They will not be happy.

Some big companies are criticized for their ill-fated marketingprograms or lack of proper strategy. They will not be happy.

Wall Street is criticized for putting too much emphasis ongrowth that is unnecessary and can be destructive to a brand. Theywill just ignore this criticism and continue trying to make as muchmoney as they can.

But this is a book not written to make people happy but toexplain to marketers what their real problem is. Only then willthey begin to look for the obvious solutions that will separatetheir products from their competitors -- in a way that is equallyobvious to customers. All this comes with no jargon, no numbers, nocomplexity, and a great deal of common sense.

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