22 Immutable Laws of Marketing, The(22条市场营销黄金法则：违者后果自负!)

Book Description
The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.

From 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.

Book Dimension
length: (cm)20.6 　　　 　　　　　 　　　　　 width:(cm)13.5

Book Description
The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.

From 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.

Book Dimension
length: (cm)20.6 　　　 　　　　　 　　　　　 width:(cm)13.5

Introduction
1.TheLawofLeadership
2.TheLawoftheCategory
3.TheLawoftheMind
4.TheLawofPerception
5.TheLawofFocus
6.TheLawofExclusivity
7.TheLawoftheLadder
8.TheLawofDuality
9.TheLawoftheOpposite
10.TheLawofDivision
11.TheLawofPerspective
12.TheLawofLineExtension
13.TheLawofSacrifice
14.TheLawofAttributes
15.TheLawofCandor
16.TheLawofSingularity
17.TheLawofUnpredictability
18.TheLawofSuccess
19.TheLawofFailure
20.TheLawofHype
21.TheLawofAcceleration
22.TheLawofResources
Warning
Index