November Read/2

Title: The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
Author: Ries, Al; Trout, Jack
Call Number: 658.8 R559T 1993
Subjects: Marketing
Book Description from amazon:

There are laws of nature, so why shouldn't there be laws of marketing?

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors ofPositioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? 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. Violate them at your own risk.

My Read:
The 22 laws are:
1. The law of leadership-It's better to be first than it is to be better
2. The law of the category-If you can't be first in a category, set up a new category you can be first in
3. The law of the mind-It's better t be first in the mind than to be first in the marketplace
4. The law of perception- Marketing is not a battle of products, it's a battle of perception
5. The law of focus-The most powerful concept in marketing is owning a word in the prospect's mind
6. The law of exclusivity- Two companies cannot own the same word in the prospect's mind
7. The law of the ladder-The strategy to use depends on which rung you occupy on the ladder
8. The law of duality-In the long run, every market becomes a two-horse race
9. The law of the opposite-If you're shooting for second place, your strategy is determined by the leader
10.-The law of division-Over time, a category will divide and become two or more categories
11. -The law of perspective-Marketing effects take place over an extended period of time
12. -The law of line extension-There's an irresistible pressure to extend the equity of the brand
13.-The law of sacrifice-You have to give up something in order to get something
14. -The law of attributes-For every attribute, there is an opposite, effective attribute
15. -The law of candor-When you admit a negative, the prospect will give you a positive
16.- The law of singularity-In each situation, only one move will produce substantial results
17. -The law of unpredictability-Unless you write your competitors' plans, you can't predict the future
18. -The law of success-Success often leads to arrogance, and arrogance to failure
19. -The law of failure-Failure is to be expected and accepted
20. -The law of hype-The situation is often the opposite of the way it appears in the press
21.-The law of acceleration-Successful programs are not built on fads, they're built on trends
22. -The law of resources-Without adequate funding an idea won't get off the ground