Al Ries, Jack Trout
What’s inside
A concise guide to the essential principles of marketing by Al Ries and Jack Trout. It outlines 22 strategic rules or ‘laws’ that purport to lead to success in the marketing world.
You’ll Learn
- Grasping fundamental marketing principles
- Learning strategic positioning for brands and products
- Improving marketing campaigns and strategies
- Understanding market dynamics and consumer perception
Key Points
- The Law of Leadership: It’s better to be first than it is to be better
- The Law of the Category: If you can’t be first in a category, create a new one
- The Law of the Mind: It’s better to be first in the mind than to be first in the marketplace
- The Law of Perception: Marketing is not a battle of products, it’s a battle of perceptions
- The Law of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind
- The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind
- The Law of the Ladder: The strategy to use depends on which rung you occupy on the ladder
Who’s it For
- Marketing Professionals
- Business Owners
- Entrepreneurs
- Students of Marketing
- Strategists
About the author
Al Ries and Jack Trout are influential marketing strategists and the authors of multiple bestselling books on marketing and branding.