22 immutable laws of marketing goodreads

#22 immutable laws of marketing goodreads how to
#22 immutable laws of marketing goodreads full

#22 immutable laws of marketing goodreads full

Think of the вЂњalways a saleвЂќ retail mentality training a customer to never buy at full price. #11The Law of PerspectiveMarketing effects take place over an extended period of timeLong term effects are often the exact opposite of the short term effect. #10The Law of DivisionOver time, a category will divide and become two or more categories.As a result of law #2, the marketing arena will always be an ever expanding sea of categories. #9The Law of the OppositeIf youвЂ™re shooting for second place, your strategy is determined by the leader.The key for #2 is to leverage an opponents strengths into a weakness. Gradually, the ladder becomes a two-rung affair. #8The Law of DualityIn the long run, every market becomes a two horse raceIn every new category is a ladder with many rungs. #7The Law of the LadderThe strategy to use depends on which rung you occupy on the ladder.It might be better to be a small fish in a big pond than a big fish in a small pond. #6The Law of ExclusivityTwo companies cannot own the same word in the prospects mindWhen the competitor owns a word or position in the prospects mind, it is futile to attempt to own the same word. #5The Law of FocusThe most powerful concept in marketing is owning a word in the prospectвЂ™s mindYou вЂњburnвЂќ your way into the mind by narrowing the focus to a single word or concept. All that exists in the world of marketing are perceptions in the mind of the customer. #4The Law of PerceptionMarketing is not a battle of products, itвЂ™s a battle of perceptionsThere is no objective reality. Being first in the market is only important in that it allows you to get into the mind first. #3The Law of the MindItвЂ™s better to be first in the mind than to be first in the marketBeing first in mind is everything. Few people are interested in whatвЂ™s better. #2The Law of CategoryIf you canвЂ™t be first in a category, set up a new category you can be first in. #1The Law of LeadershipIt is better to be first than it is to be better.ItвЂ™s much easier to get into the mind first than try to convince someone that you have a better product.

#22 immutable laws of marketing goodreads how to

Although it was written almost 20 years ago, the innovative rules still provide a solid understanding of how to succeed in the marketplace My favorite Guerilla Marketing gurus, Al Riesand Jack Trout, offer The 22 Immutable Laws of Marketing.