Failures often occurred due to poor decision making by a company based on false assumptions. The main point, repeated throughout the book, is that marketing is based around the perception of the consumer and once that consumer has formed an opinion on your product or company, it's nearly impossible to change it.Įach chapter identifies an immutable law and provides plenty of examples of how different prominent companies' marketing strategies either succeeded or failed based on a particular law.
This duo is also credited for authoring Bottom-Up Marketing, Marketing Warfare, and Positioning.
Marketing consultants, Al Ries and Jack Trout, carefully and logically outline 22 "absolute" laws for succeeding in the marketing arena in this book.
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