Marketing consultants, Al Ries and Jack Trout, carefully and logically outline 22 "absolute" laws for succeeding in the marketing arena in this book. This duo is also credited for authoring Bottom-Up Marketing, Marketing Warfare, and Positioning. The main point, repeated throughout the book, is that marketing is based around the perception of the consumer and once that consumer has formed an opinion on your product or company, it's nearly impossible to change it. Each chapter identifies an immutable law and provides plenty of examples of how different prominent companies' marketing strategies either succeeded or failed based on a particular law. Failures often occurred due to poor decision making by a company based on false assumptions. As you read through the book, each law seems fairly simple understand and apply. But the key is using a combination of all 22 laws to be successful.
Every year there are billions of dollars wasted by companies on marketing. If your company has a good design, excellent execution, and funding for the project, it does not mean you are prepared to market successfully. When you are promoting a new product or service, the first thing to consider is that it is better to be first than it is to be better. "It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first." It's always easier to remember who's in first place or who the leader is. Companies' who venture out to be pioneers in their categories often become the generic names used for those products, such as Xerox, Kleenex, and Coke. If you are entering an area in the market that has already been established, then set up a new category you can be first in. Everyone is interested in what is new, and you will have no competition. But more importantly, it is better to be first in people's mind than to be first in the marketplace. "Being first in the mind... [continues]
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