Jack Trout, perpetrator of leading marketing strategies such as positioning, does an in-depth analysis of the problems ailing marketing today in his latest book, “In Search of the Obvious”.
The brain behind some of the freshest ideas in marketing over the past few decades, Jack Trout is easily the world’s foremost marketing strategist. His concept of positioning is widely recognized as a world leading marketing strategy. He is the founder and president of Trout & Partners Ltd., one of the most prestigious marketing firms, headquartered in Old Greenwich, Connecticut, USA, with offices in thirteen countries.
Having started his career in the advertising department of General Electric, Trout went on to work for twenty six long years with Al Ries, chairman of Ries & Ries. It was during this fruitful association that the two mavens of marketing coauthored the winning Positioning: The Battle for Your Mind, a book that not only changed the way people advertised but also succeeded in propelling Jack Trout into the top fifty marketing gurus of all times. Interestingly, the concept of positioning is just as fresh today; if at all, it has become even more relevant to advertisers and marketers.
In 1993, Al Ries and Trout authored one more best-seller,The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!; the basic premise of the book being that just like the universe is governed by the laws of physics, marketing programs must conform to the twenty-two laws of marketing in order for them to be successful.
Among a slew of other books, the 2008 Differentiate or Die: Survival in Our Era of Killer Competition, authored by Trout and Steve Riskin, stressed on the importance of differentiation as a way to beat the competition. In this book, Trout comes down hard on marketers for taking the easy road all too often. The only way to truly differentiate one self, he warns, is by marketing a product’s unique qualities.
This story is from the August 2017 edition of Indian Management.
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This story is from the August 2017 edition of Indian Management.
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