Consumer Perception to Price and Quality

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The 22 Immutable Laws of Marketing

Al Ries and Jack Trout
The 22 Immutable Laws of Marketing
Violate Them at Your Own Risk
Al Ries and Jack Trout

Dedicated to the elimination of myths and misconceptions from the marketing process

A DF Books NERDs Release
THE 22 IMMUTABLE LAWS OF MARKETING. Copyright © 1993 by Al Ries and Jack Trout. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission

Contents

Introduction
1. The Law of Leadership
2. The Law of the Category
3. The Law of the Mind
4. The Law of Perception
5. The Law of Focus
6. The Law of Exclusivity
7. The Law of the Ladder
8. The Law of Duality
9. The Law of the Opposite
10. The Law of Division
11. The Law of Perspective
12. The Law of Line Extension
13. The Law of Sacrifice
14. The Law of Attributes

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15. The Law of Candor
16. The Law of Singularity
17. The Law of Unpredictability
18. The Law of Success
19. The Law of Failure
20. The Law of Hype
21. The Law of Acceleration
22. The Law of Resources
Warning

About the Authors
Credits
Copyright
About the Publisher

Introduction

Billions of dollars have been wasted on marketing programs that couldn’t possibly work, no matter how clever or brilliant. Or how big the budgets.
Many managers assume that a well-designed, well-executed, well-financed marketing program will work. It’s not