Al Ries and Jack Trout, two of the worlds most successful marketing strategists, call upon over forty years of marketing expertise to identify the definitive rules that govern the world of marketing.Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international ma Al Ries and Jack Trout, two of the worlds most successful marketing strategists, call upon over forty years of marketing expertise to identify the definitive rules that govern the world of marketing.Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and other that have failed, why good ideas didnt live up to expectations, and offer their own ideas on what would have worked better. With irreverent but honest insights, and ofter flying in the face of conventional, but not always successful wisdom, they give us:The Law Of CandourBe honest with your audience, point out the negatives, and improve your credibilityThe Law Of Line ExtensionDont try to be all things to all people; companies that overextend themselves consistently lose market shareThe Law Of The LadderThe battle isnt lost if you fail to be No. 1The real-life examples, commonsense suggestions and killer instincts contained in The Immutable Laws of Marketing are nothing less then rules by which companies will flourish or fail.Table Of ContentsIntroduction1. The Law of Leadership2. The Law of the category3. The Law of the Mind4. The Law of the Perception5. The Law of the Focus6. The Law of the Exclusivity7. The Law of the Ladder8. The Law of Duality.9. The Law of Opposity10. The Law of Division11. The Law of Perpective12. The Law of Line Extension13. The Law of Sacrifice14. The Law of Attributes15. The Law of Candor16. The Law of Singularity17. The Law of Unpredictability18. The Law of Succes19. The Law of failure20. The Law of Hype21. The Law of Acceleration22. The Law of Resources WarningIndex