At its birth in 1998, Google had two competitors: Yahoo and Alta Vista, and is clearly not the first company in its category, that of the ‘Search Engine’. When you launch a product, it’s better to be first than it is to be better. It’s better to be first than it is to be better. Set up a project – associative, cultural, sports, corporate – by ignoring them, and you can be sure that the project will fail.
Based on this strong premise, Al Ries and Jack Trout propose 22 marketing laws, which are inviolable laws, except to run to one’s own demise. But also because it tells a story about your values, who you are and the tribe you belong to. The great lesson of the 22 Laws of Marketing is that you never JUST buy a product, you also buy the idea that you have of it: if you buy a Nespresso coffee machine, chances are it is not just to make good coffee. Are there laws of marketing as there are laws of physics from which one cannot escape? This is the question asked by Al Ries and Jack Trout, marketing professionals and authors of the 22 Laws of Marketing.
Welcome to this summary of the book: the 22 immutable laws of marketing. – Al Ries, The 22 Immutable Laws of Marketing. “The single most wasteful thing you can do in marketing is try to change a mind.” – Al Ries, The 22 Immutable Laws of Marketing “Marketing is a battle of perceptions, not products.” Urn:isbn:006077004X Republisher_date 20120602062327 Republisher_operator Scandate 20120530090707 Scanner 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
Urn:oclc:record:1145789711 Extramarc Princeton University Library Foldoutcount 0 Identifier 22immutablelawso00alri Identifier-ark ark:/13960/t2m62nk5n Isbn 9780887305924Ġ887306667 Lccn 92053334 Ocr ABBYY FineReader 8.0 Openlibrary OL8197953M Openlibrary_edition With engaging candor and respected authority, Al Ries and Jack Trout share their rules for certain success in the international world of marketingĪccess-restricted-item true Addeddate 14:55:39 Asin 0887306667 Bookplateleaf 0008 Boxid IA179901 Boxid_2 CH103901 Camera Canon EOS 5D Mark II City New York, NY Date-raw ApDonorįriendsofthesanfranciscopubliclibrary Edition 1st paperback ed. 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. The Law of the Ladder: The battle isn't lost if you fail to be No. Companies that overextend themselves consistently lose market share. The Law of Line Extension: When you try to be all things to all people, you inevitably wind up in trouble. 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. With irreverent but honest insights, Ries and Trout provide advice that oftentimes flies in the face of conventional, but not always successful, wisdom. 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 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. 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. 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.
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