The 22 Immutable Laws of Marketing - by Al Ries & Jack Trout

'Violate them at your own risk!'

Billions of dollars are wasted every year on 'clever' or 'brilliant' marketing campaigns that were doomed to fail from the start, because they violate one of the 'immutable' laws. Ries & Trout argue that there are certain laws of marketing that are 'immutable' - they never change:

 - 'Marketing is a battle of perceptions, not products'

 - 'It's better to be first than better'

 - 'The single most wasteful thing you can do in marketing is try to change a mind'

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