It further says that the second person was Bert Hinker, and he was faster, and consumed less fuel. What’s the name of the second person to fly the Atlantic Ocean solo? Don’t remember, right?” “What’s the name of the first person to fly the Atlantic Ocean solo? Charles Lindbergh, right? The book emphatically cites that it is better, in fact best, to be the first-mover than a better-mover, ie if you are first in marketing, then you are already in the mind of the customer.
So, what are these laws in the coveted marketing book? The authors emphatically say that billions of dollars are ‘wasted’ in marketing by not adhering to laws of marketing, and support it with astounding examples of formidable brands. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.When Al Ries and jack Trout penned 22 Immutable Laws of Marketing, I am not sure they knew that the laws would become actually so immutable (though many can be contradicted with real life examples) Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. Ries and Trout share their rules for certain successes in the world of marketing. The real-life examples, commonsense suggestions and killer instincts contained in this book are nothing less than rules by which companies will flourish or fail. They examine marketing campaigns that have succeeded and others that have failed why good ideas did not live up to expectations and how some companies went against convention to succeed in their markets. Al Ries and Jack Trout, two of the world's most successful marketing strategists, present 22 tools and innovative techniques for marketing in today's competitive and global marketplace. "About this title" may belong to another edition of this title.īook Description Paperback. It will be requested by readers of the authors' earlier titles.Ĭopyright 1993 Reed Business Information, Inc. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries.
For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare, LJ 10/15/85 Positioning: The Battle for Your Mind, Warner, 1987 and Bottom-Up Marketing, McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. They are the authors of the bestsellers Positioning, Marketing Warfare, Bottom-Up Marketing and Focus. Jack Trout runs a marketing consulting firm in Greenwich, Connecticut with Al Ries.
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