The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk - Hardcover

Ries, Al; Trout, Jack

Hardcover

ISBN 10: 088730592X ISBN 13: 9780887305924

Publisher: HarperCollins, 1993

Synopsis

Marketing consultants reveal the twenty-two laws of marketing--including the Law of the Mind and the Law of Hype--offering hundreds of examples of what has worked and what has not in the international marketplace. 75,000 first printing. $75,000 ad/promo. Tour.

About this title

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 the Author:

Al 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. They are the authors of The 22 Immutable Laws of Branding and 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. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

About this edition

• Publisher: HarperCollins
• Publication date: 1993
• ISBN 10: 088730592X
• ISBN 13: 9780887305924
• Binding: Hardcover