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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.
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. 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 was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.
Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. 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.
Old marketing. Too old, was written before Ecommerce, social medias, internet...??? I often saw this book recommended by business people as a "classic marketing "must... Read morePublished 2 days ago by Dominique
The best and most approachable book on marketing ever written. Whether you're marketing a global product or working on your resume, these are the principles to know that get... Read morePublished 1 month ago by Eli Robillard
Interesting book. I read several books on marketing and so far this is the best one for me.
Precise and to the point.
Excellent, exactly what you've come to expect from the authors.Published 2 months ago by Daniel Stevens
An absolute gem of a read. Own a business? Buy it. Every chapter on point, and a quick /easy readPublished 3 months ago by kris fortner
This is one of the few books that gives me the feeling that I learned a lot after finished reading them. It is well worth your money.Published 20 months ago by San
I got what I paid for, they were used books. One does not want to pay for express for something not of urgent nature.Published on April 20 2013 by sushma bajaj
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.Published on Nov. 8 2011 by Marc Mercier