Read 22 Immutable Laws of Mktg, Vol. 2 by Al Ries Free Online
Book Title: 22 Immutable Laws of Mktg, Vol. 2|
The author of the book: Al Ries
Edition: HarperCollins Publishers
Date of issue: January 13th 1993
ISBN 13: 9781559947602
Format files: PDF
The size of the: 12.18 MB
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1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.
5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s mind.
6: The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind.
7: The law of ladder: The strategy to use dependent on which rung you occupy on the ladder.
8: The Law of Duality: In the long run, every market becomes a two-horse race.
9: The Law of the opposite: If you’re shooting for second place, your strategy is determined by the leader.
10: The Law of Division: Over time, a category will divide and become two or more categories.
11: The Law of perspective: Marketing effects take place over an extended period of time.
12: The Law of Line Extension: There’s an irresistible pressure to extend the equity of the brand.
13: The Law of sacrifice: You have to give up something in order to get something.
14: The Law of Attributes: For every attribute, there is an opposite, effective attribute.
15: The Law of candor: When you admit a negative, the prospect will give you a positive.
16: The Law of singularity: In each situation, only one move will produce substantial results.
17: The Law of unpredictability: Unless you write your competitors’ plans, you can’t predict the future.
18: The Law of success: Success often leads to arrogance, and arrogance to failure.
19: The Law of failure: Failure is to be expected and accepted.
20: The Law of hype: The situation is often the opposite of the way it appears in the press.
21: The Law of acceleration: Successful programs are not built on fads, they’re built on trends.
22: The Law of Resources: Without adequate funding an idea won’t get off the ground.
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Read information about the authorAl Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.
In 1972, again cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.
In 1994, Ries founded Ries & Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive.
Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions.
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