The 22 Immutable Laws of Marketing

Al Ries and Jack Trout, two of the world's most successful marketing strategists, draw on their combined 40 years of marketing experience to identify the critical rules governing the world of marketing. Combining a comprehensive historical overview with a visionary outlook, the authors highlight 22 groundbreaking tools and techniques for the global marketplace. They examine successful and unsuccessful marketing campaigns, discuss why good ideas fall short of expectations, and offer their own insights into what might have worked better. The real-life examples, logical suggestions, and promising instincts presented in this book serve as the foundation upon which companies' success or failure are built.