The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
With The 22 Immutable Laws of Marketing (published by HarperBusiness), Al Ries and Jack Trout make another substantial contribution to our understanding of a subject which many people really do not understand. In essence, marketing is the process by which to create or increase demand for whatever is sold. In fact, Ries and Trout provide a convincing argument for Law 23: There are no immutable laws of marketing. The great value of this book lies in the challenges it poses to conventional thinking. The book is dedicated to "the elimination of myths and misconceptions from the marketing process." So many organizations combine the responsibilities for marketing and sales in the same position (eg Vice President of Sales & Marketing); the predictable result is that neither marketing nor sales is effective...nor could it be.
Years ago, Ries and Trout co-authored Positioning and then Bottom-Up Marketing, Horse Sense, and Marketing Warfare, each a brilliant book which has since had a profound impact on how organizations attempt to present themselves to those constituencies of greatest importance to them. In other words, to create or increase their demand for what those organizations offer.
The "22 Immutable Laws of Marketing" focus on a full-range of
business issues. Leadership, for example, but also Sacrifice, Candor, Unpredictability
(see Law #23), Success, Failure, and Resources. The authors provide dozens
of examples from the real-world (in which they seem to be most comfortable)
to support their basic assertion that most (if not all) organizations are
captive to assumptions and premises about marketing which are either (at
best) inadequate or (at worst) suicidal. Ries and Trout care passionately
about helping organizations to challenge those assumptions and premises.
Time and again, they offer concrete suggestions. Consider these brief excerpts:
If you didn't get into the prospect's mind first, don't give up hope. Find a new category you can be first in.