You may not be the first man to step on the moon, but you may be the first woman to step on the moon. In the example of the “imported beers” category, Heineken can be a leader, but you can be a leader in the “light imported beers” category, for example. The category does not have to be brutally different, but if there is a leader in the current category, create a variation where you can be unique. Given the difficulty of leading a category whose competition already exists, it is better to create a new category of products and position your product in it. By the way, being first does not help if the product or idea is not good. The same goes for Miller, the first light beer on the American market. Heineken was the first imported beer in the United States and continues today to be number 1. People tend to remember who was the first man on the moon or the first aviator, but no one remembers who was the second. Unfortunately, there were (or still are) other companies that stagnated their business or even went bankrupt because they didn’t take into consideration the same marketing laws.īeing the first in a market is better than having a better product than the competition. The book was written after more than 25 years of studying what works and what doesn’t work in marketing.Įach marketing law or affirmation presented within the book is accompanied by clear and real examples from the history of famous brands (such as IBM, Coca-Cola, Xerox, Starbucks, etc.) versus examples of companies that don’t exist anymore on the market.Īccording to the authors Al Ries and Jack Trout some companies have progressed and have become increasingly popular, have expanded the business lines or just increased their sales for a specific range because their management discovered and respected the marketing laws presented in the book. The book presents the basic and constant rules which determine the success and the failure of companies or products/services in the retail market.Įven if the book was published more than 20 years ago, the laws and the advice presented are still up to date as marketing and the consumers didn’t change (too much). “The 22 Immutable Laws of Marketing Summary” LONG LASTING MARKETING / THE 22 IMMUTABLE LAWS OF MARKETINGīeing first in the mind is everything in marketing. Reading this book will help you focus on the really important issues, like the following: to choose the best decisions, to better invest your budget and to avoid mistakes, waste of time and money. “ The 22 Immutable Laws of Marketing”, written by Al Ries and Jack Trout, offers you a complete guide. We can even call it the bible of marketing, concisely structured (in 22 short chapters) and very easy to read. If the answer is “YES” for at least one question from above, then “The 22 Immutable Laws of Marketing” is one of the first books you MUST read and take notes! Should we begin? Violate Them at Your Own Risk!Īre you working in Marketing/Management/Branding? Are you an entrepreneur or maybe you have an idea/a small business which you want to transform into a BIG idea/GREAT company? Violate these laws, and you will be out of the market. Al Ries and Jack Trout in The 22 Immutable Laws of Marketing have captured a compendium of best practices for the ultimate success of the modern marketer. MicroSummary: Have you ever wondered if there are fundamental marketing principles that can be followed by anyone that allows them to create winning companies? Two of the world’s most renowned marketing consultants and authors came together to try to outline them and turned it into a book that is a masterpiece for all those who want to work in the field.
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