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Summary: The 22 immutable laws of marketing Al Ries and Jack Trout

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This ebook offers a summary of the book “The 22 immuable laws of marketing” by Al Ries and Jack Trout. There is often an assumption that marketing is a field that anyone can succeed in, with enough enthusiasm. However, marketing has rules of success, just like any other profession. Ries and Trout identify and explain the 22 laws of marketing, and why if you break them you will be doomed to failure.

“Marketing is a battle of perceptions,'' they suggest. Marketers must persuade their customers that their product is the best for them. There is no substitute for being first (in the customer's mind, that is, which is different from being first in the marketplace), even if you have to invent a new category, because changing someone's opinion is astonishingly tricky. Ultimately, successful marketing is achieved when a product is associated in the customer's mind with a positive word, which must be “owned”, not shared with another company.

The 22 Immutable Laws of Marketing is a book that encourages realism. If your business is fourth on the ladder, rather than first, acknowledge that to yourself and plan accordingly: you can stop trying to be better, because you will have more success being different. Ries and Trout offer a convincing marketing manifesto that's fascinating reading for all in the field.
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    Книга для тех, кто начинает изучение маркетинга. Полезные правила для маркетолога. Коротко о главном. Приятная структура книги - правило и короткое объяснение с примерами и цитатами.


    Юлия Гламаздинаmembuat kutipantahun lalu
    marketing, it’s always more efficient -- even for complicated products -- to focus on one word or benefit, and make that the emphasis of everything the company does.
    Юлия Гламаздинаmembuat kutipantahun lalu
    In finding that word:
    The simpler the better.
    You can’t focus on any word that doesn’t have proponents for the opposite point of view. (For example, you can’t own the word ‘‘quality’’, because everybody stands for that and nobody
    Caroline Lawlessmembuat kutipan3 tahun yang lalu
    focus on one word or benefit, and make that the emphasis of everything the company does

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