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"Word is a shadow of a deed."
- Democritus
(460 BC - 370 BC),
Fragment 145
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| | The 22 Immutable Laws of Marketing:
Violate Them at Your Own Risk!
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| | by Al Ries, Jack Trout
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ZIN Product Number: 10379105
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| | | |  | | | Product Details
 Format: Paperback, 1st ed., 132 pages
Publisher: HarperCollins Publishers
ISBN: 0887306667
Release Date: Jan 4, 2000
Average Reader Review:   (Based on 2 reviews.)
| |  | | | In Brief
The authors present advice on marketing. "The premise behind this book is that in order for marketing strategies to work, they must be in tune withsome quintessential force in the marketing place. 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."
| | | | From The Publisher
Calling upon their forty-plus years of marketing expertise, Ries and Trout, the best-selling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing, have identified the definitive rules that govern the world of marketing. Combining a wide-ranging historical overview with a keen eye toward the future, the authors have brought to light 22 superlative tools and innovative techniques for the international marketplace. The real-life examples, commonsense suggestions, and killer instincts of these two world-renowned marketing consultants are nothing less than laws by which companies will flourish or fail. The authors explore marketing campaigns that have succeeded and those that have failed, describing in detail the reasons why companies that have become corporate giants have split off from the pack and explaining why some good ideas never lived up to expectations, while offering their own ideas on what would have worked better. With irreverent but honest insights, Ries and Trout provide advice that oftentimes flies in the face of conventional, but not always successful, wisdom. The Law of Candor: Tell the consumer your problem, point out the negatives, and be honest with your audience if you want to look better in their eyes. The Law of Line Extension: When you try to be all things to all people, you inevitably wind up in trouble. Companies that overextend themselves consistently lose market share. The Law of the Ladder: The battle isn't lost if you fail to be No. 1. Sometimes it's better to be a small fish in a big pond than a big fish in a small pond - only then are you able to examine the weaknesses of your superior competitors at close range. With engaging candor and respected authority, Al Ries and Jack Trout share their rules for certain success in the international world of marketing.
| | | | Annotation
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. Illustrations.
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 | | | | | Number of Reviews: 2 Average Rating:
Simplistic and misses the mark
-- A reviewer, April 17, 2001
It's a great book for product developers, too.
-- Bill Hees, a programmer for an internet co., May 13, 1999
Also Recommended: Winning Through Intimidation, by Robert Ringer
| |  | | | - Introduction
- The Law of Leadership
- The Law of the Category
- The Law of the Mind
- The Law of Perception
- The Law of Focus
- The Law of Exclusivity
- The Law of the Ladder
- The Law of Duality
- The Law of the Opposite
- The Law of Division
- The Law of Perspective
- The Law of Line Extension
- The Law of Sacrifice
- The Law of Attributes
- The Law of Candor
- The Law of Singularity
- The Law of Unpredictability
- The Law of Success
- The Law of Failure
- The Law of Hype
- The Law of Acceleration
- The Law of Resources Warning
- Index
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| | | | | | Keywords
Business/Economics, Business / Economics / Finance, Marketing - General, Advertising & Promotion, Business/Economics, Business / Economics / Finance, Marketing - General, Advertising & Promotion, Marketing
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