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Product Description
From Library Journal
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. 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. 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. 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. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. It will be requested by readers of the authors' earlier titles.
- William W. Sannwald, San Diego P.L.
Copyright 1993 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
- William W. Sannwald, San Diego P.L.
Copyright 1993 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
Product Description
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. 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. 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. Violate them at your own risk.
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Most helpful customer reviews
2 of 2 people found the following review helpful:
5.0 out of 5 stars
The most easy and interesting book about marketing,
By Tsang Wing Nga Kimmie (Hong Kong CityU) - See all my reviews
This review is from: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk (Paperback)
In general, the book is easy to read, each law is precise and illustrate with many examples that we are familiar with. Therefore anyone who didn¡t studying marketing can also understand.I learned so much from these 22 laws. For instance, it is better to be the first then it is to be better. It is because the first one always becomes generic name of that category and becomes the leading brand. As a result the prospects can easily recall you since yours product or service almost always the first brand into their mind. And that is the author say ¡§Marketing is a battle of perceptions, not products¡. If anyone who wants to explore more about marketing, I highly recommend reading this book and I am sure you can gain a lot of insight from it.
4.0 out of 5 stars
It's alright,
By
This review is from: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk (Paperback)
A little bit short, but it's still a good book about marketing. It is definitively not the only book you will ever need to be good at marketing.
4.0 out of 5 stars
A QUICK READ AND A GOOD REFERENCE,
By A Customer
This review is from: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk (Paperback)
The perfect companion volume to The 22 Immutable Laws of Branding. However, I found the laws of marketing to overlap somewhat with the laws of branding. But, hey, who ever said the marketing and branding are mutually exclusive sciences? Or sciences at all, for that matter?The 22 Immutable Laws of Marketing is an excellent refresher course to overall marketing principles in the form of bite-size sections. A quick read and a good reference.
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