getAbstract Summary: Get the key points from this book in less than 10 minutes.

Jack Trout made his name with straight, pithy talk about marketing. This book falls into the Trout tradition. Although some of his core points – protect your differentiation, avoid jargon, focus tightly – have been said before, frequently by him, he has a good salesman's way of making it seem fresh and exciting. A reminder of certain basic, important verities is often useful, no matter how established they are. Trout is best in intense doses and much of what he has to say here, while not complicated, is true, practical and useful. Any marketer who reads this book will learn something of value. getAbstract finds it a worthwhile addition to the promoter's library as a motivational handbook, a memory jogger or a collection of short servings of solid advice.

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© 2004 McGraw-Hill