The 22 immutable laws of marketing is a quick read the management and strategy job has evolved in interesting ways from this books timeframe the day of the ad man fronting your enterprises value proposition to customers is over. Introduction this is a summary of ideas from the book the 22 immutable laws of marketing by al ries and jack trout normal text is my summary text in italic is my commentary remember this is just a short summary and is not meant to replace the book. This book is a good overview of basic marketing principles but the so called immutable laws are neither laws nor immutable they are at best rules of thumb that often change and contradict each other. In the 22 immutable laws of marketing ries and trout offer a compendium of twenty two innovative rules for understanding and succeeding in the international marketplace from the law of leadership to the law of the category to the law of the mind these valuable insights stand the test of time and present a clear path to successful products. Al ries and jack trout help us understand why brands win with these 22 laws for understanding and dominating in the global marketplace these laws are timeless lessons violate them at your own risk
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