The 22 Immutable Laws of Marketing

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 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 twenty two 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 in 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 overextend 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, commonsense suggestions and killer instincts contained in The 22 Immutable Laws of Marketing are nothing less than rules by which companies would flourish or fail.

Authors: Al Reis, Jack Trout