Urn:oclc:record:1145789711 Extramarc Princeton University Library Foldoutcount 0 Identifier 22immutablelawso00alri Identifier-ark ark:/13960/t2m62nk5n Isbn 9780887305924Ġ887306667 Lccn 92053334 Ocr ABBYY FineReader 8.0 Openlibrary OL8197953M Openlibrary_edition With engaging candor and respected authority, Al Ries and Jack Trout share their rules for certain success in the international world of marketingĪccess-restricted-item true Addeddate 14:55:39 Asin 0887306667 Bookplateleaf 0008 Boxid IA179901 Boxid_2 CH103901 Camera Canon EOS 5D Mark II City New York, NY Date-raw ApDonorįriendsofthesanfranciscopubliclibrary Edition 1st paperback ed. Sometimes it's better to be a small fish in a big pond than a big fish in a small pond - only then are you able to examine the weaknesses of your superior competitors at close range. The Law of the Ladder: The battle isn't lost if you fail to be No. Companies that overextend themselves consistently lose market share. The Law of Line Extension: When you try to be all things to all people, you inevitably wind up in trouble. The Law of Candor: Tell the consumer your problem, point out the negatives, and be honest with your audience if you want to look better in their eyes. With irreverent but honest insights, Ries and Trout provide advice that oftentimes flies in the face of conventional, but not always successful, wisdom. The authors explore marketing campaigns that have succeeded and those that have failed, describing in detail the reasons why companies that have become corporate giants have split off from the pack and explaining why some good ideas never lived up to expectations, while offering their own ideas on what would have worked better The real-life examples, commonsense suggestions, and killer instincts of these two world-renowned marketing consultants are nothing less than laws by which companies will flourish or fail. Combining a wide-ranging historical overview with a keen eye toward the future, the authors have brought to light 22 superlative tools and innovative techniques for the international marketplace. Calling upon their forty-plus years of marketing expertise, Ries and Trout, the best-selling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing, have identified the definitive rules that govern the world of marketing.
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