عنوان

The 22 immutable laws of marketing :

(Number (ISBN

088730592X

(Number (ISBN

0887306667

(Number (ISBN

9780887305924

(Number (ISBN

9780887306662

Erroneous ISBN

0887306667

Number

b789713

Title Proper

The 22 immutable laws of marketing :

General Material Designation

[Book]

Other Title Information

violate them at your own risk /

First Statement of Responsibility

Al Ries and Jack Trout.

Edition Statement

1st ed.

Place of Publication, Distribution, etc.

New York, NY :

Name of Publisher, Distributor, etc.

HarperBusiness,

Date of Publication, Distribution, etc.

©1993.

Specific Material Designation and Extent of Item

xii, 143 pages :

Other Physical Details

illustrations ;

Dimensions

22 cm

Text of Note

Includes index.

Text of Note

Calling upon their forty-plus years of marketing expertise, Ries and Trout, the best-selling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing, have identified the definitive rules that govern the world of marketing. Combining a wide-ranging historical overview with a keen eye toward the future, the authors have brought to light 22 superlative tools and innovative techniques for the international marketplace. The real-life examples, commonsense suggestions, and killer instincts of these two world-renowned marketing consultants are nothing less than laws by which companies will flourish or fail. The authors explore marketing campaigns that have succeeded and those that have failed, describing in detail the reasons why companies that have become corporate giants have split off from the pack and explaining why some good ideas never lived up to expectations, while offering their own ideas on what would have worked better.

Text of Note

With irreverent but honest insights, Ries and Trout provide advice that oftentimes flies in the face of conventional, but not always successful, wisdom. The Law of Candor: Tell the consumer your problem, point out the negatives, and be honest with your audience if you want to look better in their eyes. The Law of Line Extension: When you try to be all things to all people, you inevitably wind up in trouble. 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. Sometimes it's better to be a small fish in a big pond than a big fish in a small pond - only then are you able to examine the weaknesses of your superior competitors at close range. With engaging candor and respected authority, Al Ries and Jack Trout share their rules for certain success in the international world of marketing.

Marketing.

Marketing.

Marketing.

Marketing.

Number

Edition

Class number

Book number

Class number

Class number

System Code

Ries, Al.

Trout, Jack.

Date of Transaction

20201207030709.0

Electronic name

[Book]

Y