Marketing: Too important to be left to the marketing people

✍ Scribed by Jack Trout

• Publisher: John Wiley and Sons
• Year: 2010
• Weight: 89 KB
• Volume: 2010
• Category: Article
• ISSN: 1087-8149
• DOI: 10.1002/ltl.426

✦ Synopsis

Abstract

Jack Trout is a longtime powerhouse in the world of marketing (he coauthored the marketing classic Positioning with Al Ries). The key to surviving in these difficult times, he says, “is not to stare at the balance sheet but simply to know where you must go to find success in a market. That's because no one can follow you (the board, your managers, your employees) if you don't know where you're headed.” How do you find the proper direction? Trout outlines a four‐step process to pursue in forging the way ahead.