The 22 immutable laws of marketing by jack trout pdf
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The book itself contains plenty of examples of this! For example, they talk at length about the "Law of Extension", and how successful brands should never extend their product line to new products/markets, but in later chapters, you see a few successful examples of companies doing exactly that This book is a good overview of basic marketing principles, but the so-called "immutable laws" are neither laws nor immutable.
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They are, at best, rules of thumb that often change and contradict each other. This book is a good overview of basic marketing principles, but the so-called "immutable laws" are neither laws nor immutable. 5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s For the summary, please email / PM me.ġ: The Law of Leadership: It’s better to be first than it is to be better.Ģ: The law of category: If you can’t be first in a category, setup a new category you can be first in.ģ: The law of the mind: It’s better to be first in the mind than to be first in the market placeĤ: The law of perception: Marketing is not a battle of products it’s a battle of perceptions.ĥ: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s mind.Ħ: The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind.ħ: The law of ladder: The strategy to use dependent on which rung you occupy on the ladder.Ĩ: The Law of Duality: In the long run, every market becomes a two-horse race.ĩ: The Law of the opposite: If you’re shooting for second place, your strategy is determined by the leader.ġ0: The Law of Division: Over time, a category will divide and become two or more categories.ġ1: The Law of perspective: Marketing effects take place over an extended period of time.ġ2: The Law of Line Extension: There’s an irresistible pressure to extend the equity of the brand.ġ3: The Law of sacrifice: You have to give up something in order to get something.ġ4: The Law of Attributes: For every attribute, there is an opposite, effective attribute.ġ5: The Law of candor: When you admit a negative, the prospect will give you a positive.ġ6: The Law of singularity: In each situation, only one move will produce substantial results.ġ7: The Law of unpredictability: Unless you write your competitors’ plans, you can’t predict the future.ġ8: The Law of success: Success often leads to arrogance, and arrogance to failure.ġ9: The Law of failure: Failure is to be expected and accepted.Ģ0: The Law of hype: The situation is often the opposite of the way it appears in the press.Ģ1: The Law of acceleration: Successful programs are not built on fads, they’re built on trends.Ģ2: The Law of Resources: Without adequate funding an idea won’t get off the ground. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place 4: The law of perception: Marketing is not a battle of products it’s a battle of perceptions. 2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 1: The Law of Leadership: It’s better to be first than it is to be better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.moreįor the summary, please email / PM me.
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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. 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. 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 marke Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing. Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing.