The Antidote for today's marketing mess- By Jack Trout.

The book simplifies marketing by asking marketers to do and sense the obvious.The incongruity today is more and more products are sold on price not benefits -which is a sheer cataclysm .Marketers must avoid11ead to head competition by sailing out into a "Blue Ocean Strategy ".But the irony is " Blue Oceans "are hard to find these days in a sea of competitors. The search for any marketing strategy is the search for the obvious: easy to see, understand, plain, evident .That's why It just works well. People distrust their instincts as they feel there must be a hidden and more comple>< answer. Judgment should be free from emotional bias or intellectual subtlety by trying to see things as they really are, following dictates of cold logic, eliminating both sentiment and self-interest from decisions. The saddest part most hierarchies are nowadays so cumbered with rule and traditions and so bound by public laws that even high employees do not have to lend anyone anywhere. They simply follow precedents, obey regulations and move at the head of the crowd. CEO's often make bad decisions that eventually lead to big trouble .They either do things that cause problems or don't do things that could have avoided problems. Unfortunately, most companies put their mission statements in gold frames and hang them in their lobbies where top managers who have their own agendas ignore them.