22 immutable laws of marketing list
"About this title" may belong to another edition of this title.īook Description CD-Audio. It will be requested by readers of the authors' earlier titles.Ĭopyright 1993 Reed Business Information, Inc. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. 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. 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. 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. 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. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group.
They are the authors of The 22 Immutable Laws of Branding, 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. He is a sought-after speaker and the author of numerous marketing books, including Differentiate or Die, In Search of the Obvious, Repositioning, and many others.Īl 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. He was the first to popularize the idea of ''positioning'' products in the minds of consumers. Jack Trout is president of Trout & Partners, a marketing firm with offices in thirteen countries and a client list that includes AT&T, IBM, Sears, Merrill Lynch, and other Fortune 500 companies.