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Product Description
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! (9780887306662): Al Ries, Jack Trout: Books. 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. 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. 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. 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. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. It will be requested by readers of the authors' earlier titles.- William W. Sannwald, San Diego P.L.Copyright 1993 Reed Business Information, Inc.
Shipping Weight: 2 pounds
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