Publisher: HarperCollins, 1993, 143 pages
Calling upon their forty-plus years of marketing expertise, Ries and Trout, the best-selling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing, have identified the definitive rules that govern the world of marketing.
Combining a wide-ranging historical overview with a keen eye toward the future, the authors have brought to light 22 superlative tools and innovative techniques for the international marketplace. The real-life examples, commonsense suggestions, and killer instincts of these two world-renowned marketing consultants are nothing less than laws by which companies will flourish or fail.
The authors explore marketing campaigns that have succeeded and those that have failed, describing in detail the reasons why companies that have become corporate giants have split off from the pack and explaining why some good ideas never lived up to expectations, while offering their own ideas on what would have worked better.
With irreverent but honest insights, Ries and Trout provide advice that oftentimes flies in the face of conventional, but not always successful, wisdom. Some examples:
With engaging candor and respected authority, Al Ries and Jack Trout share their rules for certain success in the international world of marketing.
A classic book. Read it or else you may not claim to understand marketing …