The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.
From Library Journal
Ries and Trout, authors of some of the most popular titles in marketing published duri...
The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.
From Library Journal
Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare , LJ 10/15/85; Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up Marketing , McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. It will be requested by readers of the authors' earlier titles.
- William W. Sannwald, San Diego P.L.
Book Dimension
length: (cm)20.6 width:(cm)13.5
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22条商规:美国CEO最怕被竞争对手读到的商界奇书
作者简介
· · · · · ·
Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of ...
Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.
========== #24-24 to be first in the customer’s mind. ========== #26-27 First impressions are key. Once a customer has made up her mind, it’s tough to change it! ========== #31-32 Choose your product’s name wisely, sticking to words that are short and catchy. ========== #41-42 being the first to release a product in a market category gives you a head start to becoming the market leader. What...
2020-07-20 11:08:00
========== #24-24
to be first in the customer’s mind.
========== #26-27
First impressions are key. Once a customer has made up her mind, it’s tough to change it!
========== #31-32
Choose your product’s name wisely, sticking to words that are short and catchy.
========== #41-42
being the first to release a product in a market category gives you a head start to becoming the market leader. What’s more, starting your own category means that you won’t have any competition, at least for a while.
========== #52-53
So if you’re not the market leader, don’t pretend to be. Instead, seek out another group of customers!
========== #76-76
Remember this: the more products you offer, the less time you can dedicate to making one truly successful product.
========== #89-90
Three things bring a brand down: blind arrogance; falsely predicting the future; belief in infallibility.
========== #99-101
Considering that meteorologists aren’t able to forecast the weather three days in advance, how can you expect to anticipate market behavior three years from now?
========== #102-105
Law of Failure, a tough one that you’ll have to accept. This law states that mistakes are inevitable, and you just have to deal with them. The problem is, countless companies pretend that they don’t ever make mistakes – which means they don’t drop bad projects in time to avoid major losses.
========== #105-106
Managers too who hate mistakes often avoid risk – a natural, necessary element in business. Avoiding risk also means potentially losing out on a lucrative opportunity,
========== #111-112
According to the Law of Hype, huge amounts of publicity can be misleading.
========== #118-119
When your competition catches you in a misstep, the best strategy is to simply admit the mistake. In essence,
========== #118-120
The Law of Candor can guide you here. When your competition catches you in a misstep, the best strategy is to simply admit the mistake. In essence, when you admit a negative, your prospects will reward you with a positive.
========== #120-121
admitting to a mistake will make you appear sympathetic and trustworthy.
========== #123-124
Instead, Listerine turned the taunt into a slogan that worked to the company’s advantage, “The taste you hate twice a day.”
========== #124-125
customers sought out Listerine, thinking that the product’s medicinal taste meant that it worked especially well!
========== #124-125
The strategy worked – customers sought out Listerine, thinking that the product’s medicinal taste meant that it worked especially well!
In this session, the author introduce an important key point: It's better to be first than it's to be better. I think the meaning is you should always the first one to do this thing and the you would success.
2012-02-26 23:22:41
In this session, the author introduce an important key point: It's better to be first than it's to be better. I think the meaning is you should always the first one to do this thing and the you would success.
========== #24-24 to be first in the customer’s mind. ========== #26-27 First impressions are key. Once a customer has made up her mind, it’s tough to change it! ========== #31-32 Choose your product’s name wisely, sticking to words that are short and catchy. ========== #41-42 being the first to release a product in a market category gives you a head start to becoming the market leader. What...
2020-07-20 11:08:00
========== #24-24
to be first in the customer’s mind.
========== #26-27
First impressions are key. Once a customer has made up her mind, it’s tough to change it!
========== #31-32
Choose your product’s name wisely, sticking to words that are short and catchy.
========== #41-42
being the first to release a product in a market category gives you a head start to becoming the market leader. What’s more, starting your own category means that you won’t have any competition, at least for a while.
========== #52-53
So if you’re not the market leader, don’t pretend to be. Instead, seek out another group of customers!
========== #76-76
Remember this: the more products you offer, the less time you can dedicate to making one truly successful product.
========== #89-90
Three things bring a brand down: blind arrogance; falsely predicting the future; belief in infallibility.
========== #99-101
Considering that meteorologists aren’t able to forecast the weather three days in advance, how can you expect to anticipate market behavior three years from now?
========== #102-105
Law of Failure, a tough one that you’ll have to accept. This law states that mistakes are inevitable, and you just have to deal with them. The problem is, countless companies pretend that they don’t ever make mistakes – which means they don’t drop bad projects in time to avoid major losses.
========== #105-106
Managers too who hate mistakes often avoid risk – a natural, necessary element in business. Avoiding risk also means potentially losing out on a lucrative opportunity,
========== #111-112
According to the Law of Hype, huge amounts of publicity can be misleading.
========== #118-119
When your competition catches you in a misstep, the best strategy is to simply admit the mistake. In essence,
========== #118-120
The Law of Candor can guide you here. When your competition catches you in a misstep, the best strategy is to simply admit the mistake. In essence, when you admit a negative, your prospects will reward you with a positive.
========== #120-121
admitting to a mistake will make you appear sympathetic and trustworthy.
========== #123-124
Instead, Listerine turned the taunt into a slogan that worked to the company’s advantage, “The taste you hate twice a day.”
========== #124-125
customers sought out Listerine, thinking that the product’s medicinal taste meant that it worked especially well!
========== #124-125
The strategy worked – customers sought out Listerine, thinking that the product’s medicinal taste meant that it worked especially well!
In this session, the author introduce an important key point: It's better to be first than it's to be better. I think the meaning is you should always the first one to do this thing and the you would success.
2012-02-26 23:22:41
In this session, the author introduce an important key point: It's better to be first than it's to be better. I think the meaning is you should always the first one to do this thing and the you would success.
========== #24-24 to be first in the customer’s mind. ========== #26-27 First impressions are key. Once a customer has made up her mind, it’s tough to change it! ========== #31-32 Choose your product’s name wisely, sticking to words that are short and catchy. ========== #41-42 being the first to release a product in a market category gives you a head start to becoming the market leader. What...
2020-07-20 11:08:00
========== #24-24
to be first in the customer’s mind.
========== #26-27
First impressions are key. Once a customer has made up her mind, it’s tough to change it!
========== #31-32
Choose your product’s name wisely, sticking to words that are short and catchy.
========== #41-42
being the first to release a product in a market category gives you a head start to becoming the market leader. What’s more, starting your own category means that you won’t have any competition, at least for a while.
========== #52-53
So if you’re not the market leader, don’t pretend to be. Instead, seek out another group of customers!
========== #76-76
Remember this: the more products you offer, the less time you can dedicate to making one truly successful product.
========== #89-90
Three things bring a brand down: blind arrogance; falsely predicting the future; belief in infallibility.
========== #99-101
Considering that meteorologists aren’t able to forecast the weather three days in advance, how can you expect to anticipate market behavior three years from now?
========== #102-105
Law of Failure, a tough one that you’ll have to accept. This law states that mistakes are inevitable, and you just have to deal with them. The problem is, countless companies pretend that they don’t ever make mistakes – which means they don’t drop bad projects in time to avoid major losses.
========== #105-106
Managers too who hate mistakes often avoid risk – a natural, necessary element in business. Avoiding risk also means potentially losing out on a lucrative opportunity,
========== #111-112
According to the Law of Hype, huge amounts of publicity can be misleading.
========== #118-119
When your competition catches you in a misstep, the best strategy is to simply admit the mistake. In essence,
========== #118-120
The Law of Candor can guide you here. When your competition catches you in a misstep, the best strategy is to simply admit the mistake. In essence, when you admit a negative, your prospects will reward you with a positive.
========== #120-121
admitting to a mistake will make you appear sympathetic and trustworthy.
========== #123-124
Instead, Listerine turned the taunt into a slogan that worked to the company’s advantage, “The taste you hate twice a day.”
========== #124-125
customers sought out Listerine, thinking that the product’s medicinal taste meant that it worked especially well!
========== #124-125
The strategy worked – customers sought out Listerine, thinking that the product’s medicinal taste meant that it worked especially well!
In this session, the author introduce an important key point: It's better to be first than it's to be better. I think the meaning is you should always the first one to do this thing and the you would success.
2012-02-26 23:22:41
In this session, the author introduce an important key point: It's better to be first than it's to be better. I think the meaning is you should always the first one to do this thing and the you would success.
电影榨汁
机械工业出版社2013版
天问
上海人民出版社2003版
Binder
经济科学出版社1996版
========== #24-24 to be first in the customer’s mind. ========== #26-27 First impressions are key. Once a customer has made up her mind, it’s tough to change it! ========== #31-32 Choose your product’s name wisely, sticking to words that are short and catchy. ========== #41-42 being the first to release a product in a market category gives you a head start to becoming the market leader. What...
0 有用 纸在川上 2012-11-26 20:35:06
比较短 一天就看完了。。。主要内容就四个字 先入为主
0 有用 PanzerA 2017-12-09 13:13:53
BU老大推荐的简单实用的marketing经验定律，与结构化的Value Prop相得益彰。
0 有用 Hammer_ 2012-09-13 11:50:43
商业见的“万有定律”，很经典
1 有用 walkmen 2007-06-16 11:23:58
If u can not be first in a category, setup a new category u can be first in.
0 有用 Isala 2021-04-06 22:01:00
对于有过较为丰富 Marketing 实战经验的人而言, 举例的内容有些老生常谈, 不必逐字阅读。但22条 Laws 都是真知灼见，值得摘取出来，铭记于心。尤其是产品线不宜过多那一条，简直是现在烧钱大企业的通病。
0 有用 米朵 2021-07-04 16:27:16
Very practical and real! Good read!
0 有用 Isala 2021-04-06 22:01:00
对于有过较为丰富 Marketing 实战经验的人而言, 举例的内容有些老生常谈, 不必逐字阅读。但22条 Laws 都是真知灼见，值得摘取出来，铭记于心。尤其是产品线不宜过多那一条，简直是现在烧钱大企业的通病。
0 有用 Angela的小世界 2020-05-19 10:44:46
六星
0 有用 听雨一生 2018-02-14 18:45:50
如何占据直觉的高地。
0 有用 PanzerA 2017-12-09 13:13:53
BU老大推荐的简单实用的marketing经验定律，与结构化的Value Prop相得益彰。