The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! » (Abridged)

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

The authors have distilled their 40-plus years of marketing expertise to provide the key to today's competitive marketplace, showing you what makes some products inordinately successful while others fall by the wayside.

Library Journal

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.

Introduction

The Law of Leadership

The Law of the Category

The Law of the Mind

The Law of Perception

The Law of Focus

The Law of Exclusivity

The Law of the Ladder

The Law of Duality

The Law of the Opposite

The Law of Division

The Law of Perspective

The Law of Line Extension

The Law of Sacrifice

The Law of Attributes

The Law of Candor

The Law of Singularity

The Law of Unpredictability

The Law of Success

The Law of Failure

The Law of Hype

The Law of Acceleration

The Law of Resources Warning

Index