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100   $a20080417d2008      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aIn search of the obvious$b[electronic resource] $ethe antidote for today's marketing mess /$fJack Trout
210   $aHoboken, N.J. $cJohn Wiley & Sons$dc2008
215   $a1 online resource (227 p.)
300   $aDescription based upon print version of record.
311   $a1-119-11404-7 
311   $a0-470-28859-0 
320   $aIncludes bibliographical references (p. 195-197) and index.
327   $aIn Search of the Obvious: The Antidote for Today's Marketing Mess; CONTENTS; PREFACE; Chapter 1: In Search of the Obvious; Chapter 2: What Gets in the Way of the Obvious; Chapter 3: The Internet Can Be an Obvious Problem; Chapter 4: Advertising People Can Be an Obvious Problem; Chapter 5: Marketing People Can Be an Obvious Problem; Chapter 6: An Obvious Look at the Marketing Process; Chapter 7: Some Help in That Search for the Obvious; Chapter 8: You Must Be Aware of Some Obvious Ground Rules; Chapter 9: Some Observations about Obvious Marketing Problems
327   $aChapter 10: The Future Is Never ObviousEPILOGUE; BIBLIOGRAPHY; INDEX
330   $aThis 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 complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lac
606   $aMarketing
606   $aAdvertising$xBrand name products
615  0$aMarketing.
615  0$aAdvertising$xBrand name products.
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686   $a85.40$2bcl
700   $aTrout$b Jack$089408
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801  1$bMiAaPQ
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906   $aBOOK
912   $a9910782533403321
996   $aIn search of the obvious$93800364
997   $aUNINA