22 Immutable Laws of Marketing - Softcover

Ries, Al; Trout, Jack

 
9780006383451: 22 Immutable Laws of Marketing
Softcover
ISBN 10: 0006383459 ISBN 13: 9780006383451
Publisher: HarperCollins, 1994

Synopsis

Ries and Trout share their rules for certain successes in 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. Presented with irreverant but honest insights, their advice often flies in the face of conventional but not always successful wisdom. They explore marketing campaigns that have succeeded and those that have failed, why good ideas never lived up to expectations, and offer their own ideas on what would have worked better.

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From the Back Cover

Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over forty years of marketing expertise to identify the definitive roles 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. With irreverent but honest insights, and often flying the face of conventional, but not always successful wisdom, they give us:

THE LAW OF CANDOUR
be honest with your audience, point out the negatives, and improve your credibility

THE LAW OF LINE EXTENSION
don't try to be all things to all people; companies that over-extend themselves consistently lose market share

THE LAW OF THE LADDER
the battle isn't lost if you fail to be No. 1

The real-life examples, common-sense suggestions and killer instincts contained in 'The 22 Immutable Laws of Marketing' are nothing less than the rules by which companies will flourish or fail.

"About this title" may belong to another edition of this title.

Publisher
HarperCollins
Publication date
1994
Language
English
ISBN 10 
0006383459
ISBN 13 
9780006383451
Binding
Paperback
Number of pages
160

Other Popular Editions of the Same Title

9780887306662: 22 Immutable Laws of Marketing: Violate Them at Your Own Risk

Featured Edition

ISBN 10:  0887306667 ISBN 13:  9780887306662
Publisher: Harper Business, 1994
Softcover