The 22 Immutable Laws Of Marketing.

Physical

In Circulation

Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing. 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.

The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.

What will you learn from this book

Law of Leadership: It's better to be first in a category than to be better. The first brand in a consumer's mind is often the one that dominates that category.
Law of the Category: If you can't be the leader in a category, create a new category in which you can be the leader. This involves finding a niche where you can establish your brand as the go-to option.
Law of the Mind: It's not about being the best; it's about being the first thing that comes to mind. Perception is crucial in marketing, and being top-of-mind can lead to success.
Law of Focus: The most powerful concept in marketing is owning a word in the prospect's mind. Brands should focus on one specific attribute or benefit to stand out.
Law of Exclusivity: Two companies cannot own the same word in the prospect's mind. Differentiation is key, and brands should aim to own a unique position.
Law of the Ladder: The strategy to use depends on which rung you occupy on the ladder. Brands should position themselves strategically based on their market position.
Law of Duality: In the long run, every market becomes a two-horse race. Over time, competitors tend to settle into a duopoly, and it's essential to establish a strong position early.
Law of the Opposite: If you're shooting for second place, your strategy is determined by the leader. The second brand often succeeds by positioning itself in contrast to the market leader.
Law of Sacrifice: You have to give up something in order to get something. Brands must make strategic sacrifices to establish a clear position.
Law of Perspective: Marketing effects take place over an extended period. Success in marketing requires patience and a long-term perspective.

Language	English
ISBN-10	1861976100
ISBN-13	978-1861976109
No of pages	143
Font Size	Medium
Book Publisher	Profile Books
Published Date	24 Oct 1994

About Author

Author : Jack Trout

7 Books

Jack Trout is the acclaimed author of many marketing classics published in many languages: Positioning: The Battle for Your Mind, Marketing Warfare, (updated in the 20th Anniversary edition), The 22 Immutable Laws of Marketing, Differentiate or Die, Big Brands. Big Trouble, A Genie’s Wisdom, and Trout on Strategy. Following the Second Edition of Differentiate or Die, he wrote In Search of the Obvious. The Antidote for Today’s Marketing Mess. His most recent book is Repositioning. Marketing in an era of competition, change and crisis.

Jack Trout is president of an international marketing consultancy. He has consulted for such companies as Hewlett-Packard, Southwest Airlines, Merck, Procter & Gamble, Papa John’s Pizza and many others. He has consulted with the State Department on how to better sell America and in 2006 helped the Democrats regain leadership of the U.S. Congress.

Recognized as one of the world’s foremost marketing strategists, Jack Trout is the originator of Positioning and other important concepts in marketing strategy. He has over 40 years of experience in advertising and marketing, and became a boardroom advisor to some of the world’s largest corporations and his worldwide consulting work gives him first-hand experience in a wide range of marketing scenarios. Jack Trout has gained an international reputation as a consultant, writer, speaker, and proponent of leading-edge marketing strategies.