The 22 immutable laws of marketing editions

The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Why then, they ask, shouldn' t there also be laws of marketing that must be followed to launch and maintain winning brands? In 'The 22 Immutable Laws of Marketing,' Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. There are laws of nature, so why shouldn' t there be laws of marketing? As Al Ries and Jack Trout-the world-renowned marketing consultants and bestselling authors of 'Positioning'-note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity.

'About this title' may belong to another edition of this title.Д«ook Description Paperback. It will be requested by readers of the authors' earlier titles.Д¬opyright 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. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.

Their Web site () has some simple tests that will help you determine whether you are a left brainer or a right brainer.ДЄuthors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies.

The 22 immutable laws of marketing editions