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Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.Author Biography: Al Ries is perhaps the world's best-known marketing strategist. He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning: The Battle for Your Mind and the author of Focus: The Future of Your Company De Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.Author Biography: Al Ries is perhaps the world's best-known marketing strategist. He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning: The Battle for Your Mind and the author of Focus: The Future of Your Company Depends on It. His daughter Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm, Ries & Ries in Roswell, Georgia. She is the coauthor of The 22 Immutable Laws of Branding. Together they speak and consult with major companies around the globe.


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Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.Author Biography: Al Ries is perhaps the world's best-known marketing strategist. He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning: The Battle for Your Mind and the author of Focus: The Future of Your Company De Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.Author Biography: Al Ries is perhaps the world's best-known marketing strategist. He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning: The Battle for Your Mind and the author of Focus: The Future of Your Company Depends on It. His daughter Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm, Ries & Ries in Roswell, Georgia. She is the coauthor of The 22 Immutable Laws of Branding. Together they speak and consult with major companies around the globe.

30 review for 22 Immutable Laws Market

  1. 4 out of 5

    Viraj

    For the summary, please email / PM me. 1: The Law of Leadership: It’s better to be first than it is to be better. 2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place 4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions. 5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s For the summary, please email / PM me. 1: The Law of Leadership: It’s better to be first than it is to be better. 2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place 4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions. 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 ladder: The strategy to use dependent 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.

  2. 4 out of 5

    Amir Tesla

    It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions. Reading some books is like learning a new language, you understand things you didn't before and you see things, you didn't see before "the 22 immutable laws of marketing" is definitely one of It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions. Reading some books is like learning a new language, you understand things you didn't before and you see things, you didn't see before "the 22 immutable laws of marketing" is definitely one of them. Besides these, knowing about marketing can have significant implications for your personal lives as well a couple of which I'll point out throughout this review. Since first I started reading about "Cognitive Science", it's fascinating how counter-intuitive many things in life are and the same holds true for marketing. This book, envelops 22 principles of marketing which is the result of a 25 years experience. Very concise and illuminating, the authors explain each law followed by several examples of businesses who followed or violated that law along with the consequences of their actions. Here are a gist of the important laws and I think the other ones are an interplay or derivation of these laws. The law of leadership According to this law, the first company who starts with an idea, will always own the major market share. Once a name captures the prospects' mind, nothing can change it. The other reason is that people associate the name of the first brand to the idea. For instance Xerox, still many people use the name xerox when they want to ask for a copy. Well, does it mean when some company (like coca-cola) starts a coke business, its over for the others? No, if the newcomers exploit the other laws.The basic issue in marketing is creating a category you can be first in. It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.The law of the category If you can't be first in a category, set up a new category you can be first in. When you lunch a new product, to compete the first-comer, you must NOT ask yourself: "How is this new product better than the competetion?" but "First what?" In other words, what category is this new product first inProspects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories.For instance, IBM was first in computers, DEC established itself as first, in minicomputers...The law of the mindIt's better to be first in the mind than to be first in the market place. This law supports the first one. marketing is the battle of perception, not product. The fist one who reaches the minds of the prospects, wins the position. You can't change the mind once it's made upif you want to make a big impression on another person, you cannot worm your way into their mind and then slowly build up a favorable opinion over a period of time. The mind doesn’t work that way. You have to blast your way into the mind. The reason you blast instead of worm is that people don’t like to change their minds. Once they perceive you one way, that’s it. They kind of file you away in their minds as a certain kind of person.The law of perception This is one of my favorites:It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions. The law of focus Continued ...

  3. 5 out of 5

    Luke

    Tim Ferriss listed this in his top 5 favorite books, so I picked it up. The core of the 22 laws is Identity. The authors argue that too many businesses believe they will win simply by having the best product, which isn't true. The winner is the product that captures the mind of its target customers. When a product is first to market, the first of its category, it usually establishes a foothold that no other company can wrest away. So create your own category, and be first there. Win the minds of t Tim Ferriss listed this in his top 5 favorite books, so I picked it up. The core of the 22 laws is Identity. The authors argue that too many businesses believe they will win simply by having the best product, which isn't true. The winner is the product that captures the mind of its target customers. When a product is first to market, the first of its category, it usually establishes a foothold that no other company can wrest away. So create your own category, and be first there. Win the minds of the people. If you are second or worse in a category, acknowledge this. Avis Rent-a-Car did this by admitting, "We're second place - but we try harder." Or, win a new word in the minds of your customers. Ragu pasta sauce did this by winning the word "thicker," which differentiates them from the market leader, Prego. A very good book for understanding basic principles of how marketing needs to go beyond simply saying why your product is the best.

  4. 5 out of 5

    Yevgeniy Brikman

    This book is a good overview of basic marketing principles, but the so-called "immutable laws" are neither laws nor immutable. They are, at best, rules of thumb that often change and contradict each other. The book itself contains plenty of examples of this! For example, they talk at length about the "Law of Extension", and how successful brands should never extend their product line to new products/markets, but in later chapters, you see a few successful examples of companies doing exactly that This book is a good overview of basic marketing principles, but the so-called "immutable laws" are neither laws nor immutable. They are, at best, rules of thumb that often change and contradict each other. The book itself contains plenty of examples of this! For example, they talk at length about the "Law of Extension", and how successful brands should never extend their product line to new products/markets, but in later chapters, you see a few successful examples of companies doing exactly that. Moreover, the book is dated. They talk extensively about how essential it is to be first in the market ("Law of Leadership"), but there are a huge number of modern examples that became wildly successful despite violating this "law", including Google (not the first search engine), Facebook (not the first social network), LinkedIn (not the first professional network or job site), and many others. An even bigger problem with this book is that it's observational and not predictive. Whereas laws of science allow you to predict what will happen in the future (e.g. the law of gravity allows you to predict how to planets will move in space), the "laws" in this book merely describe something that happened in the past. The authors try to determine cause and effect from these past events, but correlation does not imply causation. For example, the book talks about IBM being wildly profitable while they focused on one business line and then barely surviving after starting to work on multiple business lines. If this was a controlled experiment and the *only* thing that changed was that IBM started to work on multiple business lines, the "Law of Extension" would be a reasonable explanation. But the world isn't static. IBM could've started to struggle for dozens of other reasons: competitors introduced new products, new technologies were developed, the quality of IBM's products decreased, and so on. All that said, this book is still valuable as a collection of interesting marketing case studies and as a way to get into the mind of a marketer. Some of the useful ideas you'll find: * Perception is more important than product. * Customers put products into "categories" that have more to do with marketing than product. For example, in the US, Honda is seen as a car maker, whereas in Japan, it's seen as a motorcycle maker, even though it's the same company with the same products. * Once you're in a category, it's very hard to move, which is why using the same brand name on everything, even if it's a powerful brand name, doesn't always work (e.g. Heinz ketchup = good, Heinz salad = WTF). * Your basic goal in marketing is to be #1 in your category. You can get there by dominating an existing category... or by creating a new category. * Don't be afraid to admit weaknesses and flaws. Candor can be disarming. People are naturally suspicious of anyone praising themselves, but if you admit a negative, most people a) automatically assume you're telling the truth, b) assume if you're willing to talk about a weakness, then you must have some amazing strengths, c) reflexively forgive you and become more open to the rest of your message. * Focus your marketing on the leader's weaknesses rather than their strengths. For example, if you make cars that compete with Volvo, marketing around "safety" won't be as effective as marketing around "speed" or "fun" or "elegant design". I recommend skimming the book, and instead of accepting the authors' interpretation of events and assuming they are teaching you immutable laws, file away these ideas as facets you should consider when developing a marketing strategy. I suppose it would be more accurate to call this book "22 rules of thumb about marketing," but I'm sure that would violate one of their marketing laws... As always, I saved a few of my favorite quotes from the book: "The basic issue of marketing is creating a category you can be first in." "Marketing is a battle of perceptions, not products." "Don't try to be better. Try to be different."

  5. 5 out of 5

    Melissa

    The usual business book....They violated their title in the first chapter...

  6. 4 out of 5

    Saeed

    کتاب کوتاه و بسیار حاوی نکات مهمی است. مخصوصاً تا سر قانون The Law of sacrifice که عالیه، حتماً این کتاب را همه باید بخوانند قوانین کاملاً درست هستند، اگر کتاب 400 صفحه بود می شد یک کتاب رابرت گرینی تامل نکنید و کتاب را بخوانید تا از قوانین سرپیچی نکنید --------------------- نکته ی جالب این کتاب اینه که نویسنده به شدت از دونالد ترامپ انتقاد میکنه :))))

  7. 4 out of 5

    Joseph McBee

    I read this book because another business author I like recommended it and because I am currently writing a class on marketing and wanted to use it for research. I hated it. I want to be careful here. When writing a review for a book I don't like I want to keep in mind that I am talking about something that people created. I do NOT want to write anything that I would not say to the authors' faces if they were standing right in front of me. This is difficult in a way because I really, REALLY didn't I read this book because another business author I like recommended it and because I am currently writing a class on marketing and wanted to use it for research. I hated it. I want to be careful here. When writing a review for a book I don't like I want to keep in mind that I am talking about something that people created. I do NOT want to write anything that I would not say to the authors' faces if they were standing right in front of me. This is difficult in a way because I really, REALLY didn't like this book. The book struck me as being a manual on how to manipulate others written by masters of the craft. The book is woefully out-of-date as well and many of the author's examples are no longer relevant. I get that the majority of the "laws" they espouse in the book are still relevant, but I don't know if I could, in good conscience, use many of them. In one part of the book the authors recommend that you choose a product differentiator and then make people believe that this aspect of your product is something that they desperately need. Even when they don't. Here's the thing,I KNOW that this is a standard marketing tactic. We all do. But knowing something and having it shoved in your face in all its ugliness are two different things. If anything, this book drove home the truth of the sinfulness of man for me. Not just because of the things these men were recommending but also because of my response. Here I was, reading the book and feeling disgusted and then I started feeling very smug that I was so much more moral than the authors. That's not attractive. But it is human. And maybe that can be said about the book too.

  8. 5 out of 5

    Munkhbayar Baatarkhuu

    Энэ бол, миний бодлоор, гайхамшиг. Бизнесийн алтан дүрэм гэдэг номтой дүйцэхүйц чамбай бүтээл болж чадсан.

  9. 5 out of 5

    Umar Ghumman

    I love this book. The laws are still applicable and will be applicable 25 years from now.

  10. 4 out of 5

    Tiffany Reisz

    Dated but very interesting and thought-provoking.

  11. 5 out of 5

    Mahdi Nasseri

    در کل مطالعه کتاب احساس می کردم وارد معبد باستانی در سرزمین مارکتینگ شده ام و چهار زانو در خدمت استادی زبردست و سرد و گرم چشیده نشسته ام تا او عصاره آموزه های عرفانی و سیر و سلوک خود را در مسیر مارکتینگ یک به یک به من یاد دهد. آموزه هایی صریح، موجز و طبق معمول غیرمنتظره و بعضا کاملا متضاد با آموزه های مدارس رسمی بیرون این معبد. در این کتاب ۲۲ قانون ساده و صریح گفته شده که شاید بتوان بعضی از آنها را در یک دسته بزرگ تر قرار داد. کتاب مملو از مثال هایی از شرکت های بزرگ، داستان های موفقیت و شکست و همی در کل مطالعه کتاب احساس می کردم وارد معبد باستانی در سرزمین مارکتینگ شده ام و چهار زانو در خدمت استادی زبردست و سرد و گرم چشیده نشسته ام تا او عصاره آموزه های عرفانی و سیر و سلوک خود را در مسیر مارکتینگ یک به یک به من یاد دهد. آموزه هایی صریح، موجز و طبق معمول غیرمنتظره و بعضا کاملا متضاد با آموزه های مدارس رسمی بیرون این معبد. در این کتاب ۲۲ قانون ساده و صریح گفته شده که شاید بتوان بعضی از آنها را در یک دسته بزرگ تر قرار داد. کتاب مملو از مثال هایی از شرکت های بزرگ، داستان های موفقیت و شکست و همینطور اصولی صریح بدون هیچگونه اطناب در کلام است. خواندن این کتاب و شاگردی در این معبد گرچه دو روزه برای من تمام شد ولی چشم من رو به خیلی از گیرها و مسایل بغرنج باز کرد که در طول فعالیت حرفه ای خودم در حوزه مارکتینگ با آنها مواجه شده بودم.

  12. 4 out of 5

    Kirtida Gautam

    The 22 Immutable Laws of Marketing is a great book. It's very small and easy to read. The chapters start with words of wisdom. Some of them are counter intuitive and makes complete sense. Few Quotes that I liked. Hype is hype. Real revolutions don’t arrive at high noon with marching bands and coverage on the 6 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of speak up on you. Capturing the imagination of the public is not the same as revolutionizing a market. The 22 Immutable Laws of Marketing is a great book. It's very small and easy to read. The chapters start with words of wisdom. Some of them are counter intuitive and makes complete sense. Few Quotes that I liked. Hype is hype. Real revolutions don’t arrive at high noon with marching bands and coverage on the 6 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of speak up on you. Capturing the imagination of the public is not the same as revolutionizing a market. Unless you write your competitor’s plans, you can’t predict the future.

  13. 5 out of 5

    Medhat Ramadan

    في الطبيعه تحكمنا بعض القوانين ، و أيضاً في علم التسويق هناك بعض من القوانين التى تمثل مسار واضح لمنتجات ناجحه و مثمره و ربحيه في عالم الأعمال .. من أسم الكتاب ، الكتاب يتضمن 22 قانون : هشرح منهم9 قوانين استفدت منهم بصراحه و بطبقهم حالياً و الباقي عشان محرقش الكتاب لو حد ناوى يقرأه 1-قانون القياده -Law Of Leadership أن تكون الأول فـ السوق ، علي عكس المتعارف عليه و هو أن الأصح تكون الأفضل To be leader,the one and the first Market Leaderو ده اللي بنسميه في الماركتنج الـ الكاتب هنا بيعرض أمثله لشركات في الطبيعه تحكمنا بعض القوانين ، و أيضاً في علم التسويق هناك بعض من القوانين التى تمثل مسار واضح لمنتجات ناجحه و مثمره و ربحيه في عالم الأعمال .. من أسم الكتاب ، الكتاب يتضمن 22 قانون : هشرح منهم9 قوانين استفدت منهم بصراحه و بطبقهم حالياً و الباقي عشان محرقش الكتاب لو حد ناوى يقرأه 1-قانون القياده -Law Of Leadership أن تكون الأول فـ السوق ، علي عكس المتعارف عليه و هو أن الأصح تكون الأفضل To be leader,the one and the first Market Leaderو ده اللي بنسميه في الماركتنج الـ الكاتب هنا بيعرض أمثله لشركات نجحت فعلا و بقت ماركت ليدر ف السوق 2-قانون التصنيف -Law Of Category : إخلق فرصه ، إخلق إحتياج أو تصنيف أو حاجه تقدر تكون فيها الأول ده لو ملقتش فرصه تكون الأول ..شركه زى DEC مالقتش الفرصه ف إنها تكون رقم 1 ف صناعه أجهزة الكمبيوترات ، ابتكرت سوق جديد و أصبحت الرائده و القائده غيه و هو ال minicomputers 3-قانون الذهن -law of mind أول حاجه تيجى ف بال الزبون ، لما تيجى نتكلم عن عربيه أنيقه و سريعه و مناسبه للشباب ف أول حاجه هتيجى ف بالك هى بي إم دبليو ، بمعنى قوه البراند و التعليم ف عقل العميل 4-قانون التوقعات -law of perception أنا كمشتري توقعاتى عن المنتج ، ده تعتبر نقطه بتحدد نجاحك أو فشلك ف اسوق 5-قانون المخالفه-Law of Opposite لو عايز تكةن رقم اتنين و معرفتش تكون رقم 1 ، قدم حاجه غير الحاجه اللي بيقدمها رقم 1 لأن منافستك ليه هتكون مش ف صالح ربحيتك ، ف هنا ألعب علي نقاط ضعف المنافس أو الحاجه اللي مش بيغطيها ف السوق و لو بصينا للسوق االمصري هنالاقي سينا كولا لعبت هنا و غطت الاحتياج اللي معملتهوش كوكاكولا و هو الكميه الكبيره و في نفس الوقت سعر قليل و غطت الصعيد و الأرياف و اشتغلت علي تلبية أذواقهم 6-قانون المدى البعيد-law of perspective أى ماركتنج إيفورت سواء استراتيجى بتعملها أو بلان مش هيظهر نتيجتها ف يوم و ليله ، هتاخد وقت علي ما يظهر الإيفيكت بتاعها 7-قانون الفشل -law of failure إفشل ، و توقع الفشل و أقبل الفشل ، الفشل جزء من نجاحك و إضافه لخبراتك و هيديك فرصه تكمل ، لو خوفت م الفشل مش هتتعلم و لا هتغامر و ل هتخاطر و المخاطره جزء كبيير من نجاحك كرائد أعمال أو بيزنس أونر 8-قانون التسارع-law of acceleration لو لعبت علي إحتياج مؤقت ف ده معناه انك ربحيتك مؤقته و شركتك كمان مؤقته ، فهنا اشتغل علي فرصه طويله المدى ، تقدر تبدع و تبتكر فيها و تضيف قيمه للسوق بدخولك عشان تفضل بنفس قوتك و تأثيرك 9-قانون الموارد-law of resources طبعا من اسم االقانون ، مش هتقدر تبدأ مشروع بدون موارد ، سواء موارد ماليه أو بشريه ، أو مواد خام دى حاجه بديهيه تفكر فيهاا قبل ما تبدأ مشروعك أو فكرتك التسويقيه

  14. 4 out of 5

    Ahmad Abugosh

    So many people recommend that I read this book, so I finally gave it a shot. At first I thought it was amazing and lived up to the hype, law of leadership, cool, law of perception, even better! I loved how he got psychological about it and talks about how people perceive brands. Where he began to lose me however, was everything that had to do with anything that happened in the last 20 years. I realize this book was written in the early 90's but some of the things he mentioned have been proved wr So many people recommend that I read this book, so I finally gave it a shot. At first I thought it was amazing and lived up to the hype, law of leadership, cool, law of perception, even better! I loved how he got psychological about it and talks about how people perceive brands. Where he began to lose me however, was everything that had to do with anything that happened in the last 20 years. I realize this book was written in the early 90's but some of the things he mentioned have been proved wrong many times. He gets very cynical towards the end. I can't tell if he was joking when he said you should marry/divorce rich? It just seemed out of place, and silly. Obviously you have advantages if you already have money or get married into it. How does that help us? Also, he mentioned that products always sneak up on you at night and catch on in the back of the paper but never on the front page, but that's not really true all of the time (look at the unveiling of any Apple product or more recently Tesla). He also really puts down the startup and entrepreneurial spirit by saying the only way to get an idea off the ground is to find a business to sponsor you / buy the idea. True that is easier, but there are countless startups that have made it by bootstrapping or seeking angel investment. It's also worth noting that since this book was written, the entire marketing scene changed , since Seth Godin's permission marketing, to the modern day highly analyzed digital targeting we have. All in all, the book is great to give you a base on how to think about marketing and human emotions, but in terms of practice, is severely outdated.

  15. 4 out of 5

    Stephanie Li

    Received this 23-year-old book for my 23rd birthday and wanted to like it but it was so frustrating. "There are laws of nature (physics), so why shouldn't there be laws of marketing?" ??? Here are just a couple reasons: 1) Dealing with absolutes sets an author up to look foolish when most of his examples don't come true... e.g. "There are ominous signs of softness in Microsoft's strategy... i.e. expanding into spreadsheets (Lotus is the leader), word processing (WordPerfect is the leader), and busi Received this 23-year-old book for my 23rd birthday and wanted to like it but it was so frustrating. "There are laws of nature (physics), so why shouldn't there be laws of marketing?" ??? Here are just a couple reasons: 1) Dealing with absolutes sets an author up to look foolish when most of his examples don't come true... e.g. "There are ominous signs of softness in Microsoft's strategy... i.e. expanding into spreadsheets (Lotus is the leader), word processing (WordPerfect is the leader), and business graphics (Harvard Graphics is the leader)." 2) Most of these immutable laws are subjective, e.g. "Law 18: Success often leads to arrogance, and arrogance to failure." Right, compare to Newton's third law: "When one body exerts a force on a second body, oftentimes, depending on its personality, the second body will decide to exert a force in the opposite direction, usually equal in magnitude, on the first body."

  16. 5 out of 5

    Nguyên ngộ ngộ

    Cuốn sách đầu tiên đọc về marketing, nên thấy nhiều cái mới mẻ. 1. Quy luật tiên phong Trở thành người đầu tiên cho cái sp, dv đó sẽ tốt hơn là thuyết phục bà con cô bác rằng: hàng tui tốt hơn hàng thằng đó. No no no. Ai là người đặt chân lên mặt trăng? Neil Armstrong Ai là người thứ hai? - google cái đã.... 2. Quy luật chủng loại Chẳng hạn như có sp, dv nào đó đã "tiên phong" trước mình ở lĩnh vực đó, thì sẽ hướng vào chủng loại để marketing. Ví dụ: IBM đứng đầu lĩnh vực máy tính, còn DEC đứng đầu tr Cuốn sách đầu tiên đọc về marketing, nên thấy nhiều cái mới mẻ. 1. Quy luật tiên phong Trở thành người đầu tiên cho cái sp, dv đó sẽ tốt hơn là thuyết phục bà con cô bác rằng: hàng tui tốt hơn hàng thằng đó. No no no. Ai là người đặt chân lên mặt trăng? Neil Armstrong Ai là người thứ hai? - google cái đã.... 2. Quy luật chủng loại Chẳng hạn như có sp, dv nào đó đã "tiên phong" trước mình ở lĩnh vực đó, thì sẽ hướng vào chủng loại để marketing. Ví dụ: IBM đứng đầu lĩnh vực máy tính, còn DEC đứng đầu trong lĩnh vực máy tính mini. Tức là sản phẩm "mới lạ" sẽ dễ vào đầu khách hàng hơn là "sản phẩm tốt hơn" trong cái chủng loại đó. Cảm giác quy luật này được suy ra từ quy luật tiên phong 3. Quy luật ghi nhớ Tiên phong nói rằng ông xuất hiện trên thi trường đầu tiên, nhưng sau đó ắt sẽ có 2, 3 thằng nhảy vào. Còn ghi nhớ nói rằng: quan trọng hơn là ông phải được NHỚ ra đầu tiên trong não của khách hàng. Có thể dùng nhiều tiền nhồi nhét vào đầu khách hàng, dùng tên thương hiệu dễ hớn apple, amazon... 4. Quy luật nhận thức Marketing không phải là cuộc chiến của chất lượng, sp, mà là nhận thức. Điều gì khác biệt giữa Honda ở Nhâ và Honda ở Mỹ? Dù sp khác nhau, nhưng nhật thức của k/h trên hai thị trường này lại khác nhau. Khi hỏi câu: tao mới mua 1 chiếc xe honda Ở Mỹ, họ sẽ hỏi: mày mua xe honda Civic, Accord, Prelude hay gì... (là 4 bánh cả) Ở Nhật, họ sẽ hỏi: mày mua xe máy gì ( xe 2 bánh) Cốt lõi ở đây là trong nhận thức khách hàng ở Mỹ, Honda là xe ô tô, còn trong nhận thức k/h ở Nhật, Honda là xe máy. 5. Quy luật tập trung Tập trung vào một đến hai từ ngữ trong tâm trí khách hàng, đừng ham hố. Mcdonal: trẻ em và NHANH Pepsi-cola: giới trẻ 6. Quy luật độc quyền Chưa thấy sự khác biệt nhiều so với quy luật 5. 7. Quy luật nấc thang Công ty đang đứng thứ hai trên thị thường, thực hiện marketing với khẩu hiệu "chất lượng số 1". Khách hàng sẽ nghi ngờ: ông đang đứng hai mà đòi chất lượng số 1 => đảm bảo chiến dịch marketing liên quan trực tiếp đến vị trí trên chiếc thang. 8. Quy luật song đôi Cuối cùng sẽ là cuộc đua song mã Pepsi - Coke Unilver - P&G Nike - Adidas McDonal - Burging king K/h có khuynh hướng chuyển sang sử dụng sản phẩm của thương hiệu hàng đầu, dựa vào niềm tin: hàng đầu ắt sẽ tốt, chất lượng đó. 9. Quy luật đối nghịch Tìm ra bản chất của thằng tiên phong, rồi truyền tải thông điệp đối nghịc lại. Scope mặt hàng nước súc miệng sát trùng có vị rất ngon Nước sống miệng đã gắn mác Listerine: mùi bệnh viện Tập trung vào điểm yếu của sp cạnh tranh, và làm cho k/h thừa nhận điểm yếu đó. 10. Quy luật phân chia Cuối cùng mọi thứ được chia nhỏ, chứ không phải hợp thành Máy tính đẻ ra máy tính mini, máy tính cá nhân, máy tính xách tay, siêu máy tính... Bia: bia nhẹ, bia hơi, bia khô, thậm chí có cả bia không cồn 11. Quy luật viễn cảnh Nhưng sách nói là: phải sau 1 thời gian dài đáng kể, hiệu ứng marketing mới phát huy tác dụng Ví dụ: giảm giá liên tục => khách hàng quen, chờ giảm giá mới mua Chưa hiểu lắm. 12. Quy luật mở rộng Coca, mở rộng ra coca ligh, new coca ... dần dần chết yểu và quay lại duy nhất coca Quan niệm cũ nói rằng mở rộng sẽ có được lượng khách hàng thêm tăng doanh thu, nhưng quy luật mở rộng thì ngược lại, mở rộng thường dẫn đến sụp đỗ. Giữ im coca, đừng có new coca, coca light General Motors bán tùm lum thứ: xe sedan, xe thể thao, xe rẻ tiền, xe tải, xe tải loại nhỏ, thậm chí là xe hơi chạy điện. Vậy chiến lược kinh doanh của GM là gì? Theo đuổi bất kỳ cái gì bốn bánh và di chuyển khắp nơi được???? và giờ đã sụp! 13. Quy luật hy sinh Hy sinh một trong ba thứ: dòng sản phẩm mới, thị trường mục tiêu, sư cải tiến Pepsi vào những thập nhiên 60, đã triển khai chiến lược "chấp nhận hy sinh thị trường mục tiêu" cho coca, chỉ quay sang thị trường "tuổi teen", và thuê rầm rộn các thần tượng teen" Micahel Jackson, Don Johnson... để giành lại thị phần teen, nhường coca các thị phần còn lại 14. Quy luật đặc tính Khá giống quy luật tập trung, độc quyền 15. Quy luật thành thật Thành thật thừa nhận điểm yếu của mình, và biến nó thành lợi thế. Listerin bị mang cái mác: mùi bệnh viện Vậy Listerin nên làm gì? Thành thật trong thông điệp: Mùi mà bạn ghét hai lần trong ngày. Khách hàng thấy listerine thừa nhận mình có mùi bệnh viên, song chính sự thành thật này giúp khách hàng nhận ra à, thường những cái có tính "bệnh viện" thì có tính sát khuẩn cao. 16,17,18,19,20,21,22 Các quy luật này chưa thấy hay ho lắm vì cảm giác khá chung chung.

  17. 4 out of 5

    Dexter Zhuang

    I'm not sure how immutable these laws really are, but many of them are pretty interesting to read. I think the biggest takeaways for me from Al Ries and Jack Trout are that 1) you should always strive to be #1 in your category in peoples' minds 2) if you're not #1, differentiate yourself completely from the #1 and occupy your niche 3) be cautious about moving into other categories of mindshare at the risk of losing hold of your currently dominated category. The key assumption I think made in this I'm not sure how immutable these laws really are, but many of them are pretty interesting to read. I think the biggest takeaways for me from Al Ries and Jack Trout are that 1) you should always strive to be #1 in your category in peoples' minds 2) if you're not #1, differentiate yourself completely from the #1 and occupy your niche 3) be cautious about moving into other categories of mindshare at the risk of losing hold of your currently dominated category. The key assumption I think made in this book that I'm confident has changed is the way that people learn about products. In the world of the 90's, people learned about products through TV, print, and other forms of media where they would then have to go into a store and make a cognitive decision to purchase the product. However, in the modern Internet business world, your product is discoverable through referrals, world of mouth, search, etc. etc. where people don't need to make a serious cognitive decision to purchase something. As a result, the way that companies can get mindshare for their products today is through getting people to commit time to trying their product in the first place and give them a positive experience as soon as possible.

  18. 5 out of 5

    Dũng Nguyễn

    I found this book practical and interesting, except for the last law where authors stressed the importance of money in Marketing, I mean, what happened with new wave of startups recently proved that money doesn't matter that much in marketing. However, I again believe that this is a MUST-READ book for those who want to step in the market, either they use these rules or not

  19. 5 out of 5

    Ahmad El shazly

    For a beginner in the marketing field, I feel so lucky to start with this book.

  20. 5 out of 5

    Carlos Pohle

    Some really good points made, but packed full with hindsight biases.

  21. 4 out of 5

    Wanny Dorrejo

    😍

  22. 5 out of 5

    Emir Duquela

    Este libro es sensacional, sin duda una herramienta para cualquier profesión, empresa y corporación. Es un libro compacto, fácil de leer y abarrotado con una filosofía sobresaliente. Los escenarios que presentan hacen que el marketing convencional sea OBSOLETO. Partes de este libro son tan brillantes y densas que me encontré leyendo ciertos párrafos varias veces para captar realmente los conceptos. Me han recomendado varios libros del autor, tengo entendido que TODOS son excelente y brindan un co Este libro es sensacional, sin duda una herramienta para cualquier profesión, empresa y corporación. Es un libro compacto, fácil de leer y abarrotado con una filosofía sobresaliente. Los escenarios que presentan hacen que el marketing convencional sea OBSOLETO. Partes de este libro son tan brillantes y densas que me encontré leyendo ciertos párrafos varias veces para captar realmente los conceptos. Me han recomendado varios libros del autor, tengo entendido que TODOS son excelente y brindan un conocimiento necesario para el crecimiento. Aunque este libro cumple mas de 30 años, todavía estas leyes siguen prediciendo el camino de muchas empresas hoy en día. Pienso utilizar este libro como referencia futura para cada uno de mis proyectos. E.D.S

  23. 5 out of 5

    Andrew

    A very short book on marketing principles with a few examples. The authors need to consult their thesaurus, their laws presented are not laws nor are they immutable. This book could push to 5 stars if they put more data behind their claims. Here are my favorite principles presented: Leadership: Be first, not better Category: Make a new category if you do not fit in existing categories. Perception: Marketing is a battle of perceptions, not products. Duality: Every market is a two-horse race. Succes A very short book on marketing principles with a few examples. The authors need to consult their thesaurus, their laws presented are not laws nor are they immutable. This book could push to 5 stars if they put more data behind their claims. Here are my favorite principles presented: Leadership: Be first, not better Category: Make a new category if you do not fit in existing categories. Perception: Marketing is a battle of perceptions, not products. Duality: Every market is a two-horse race. Success: Success leads to arrogance and then failure. Acceleration: Successful programs are built on trends.

  24. 4 out of 5

    John

    Pretty good, it was a fast listen. Prioritized is because Tim Ferriss pumped it way back. A lot of the examples were dated but that was actually kind of nice because, especially in the case of "line extension", you could actually add to their examples which only compounded the the point/law.

  25. 4 out of 5

    Siddharth Singh

    It's 22 steps of mind bending. The instances of real case scenarios is very well explained and would surprise the general perception of the reader.

  26. 5 out of 5

    Sarah Shahid

    من الكتب المميزة في هذا المجال، يقدم خلاصة جيدة لكل من يرغب في دخول عالم التسويق.

  27. 4 out of 5

    Ricardo

    It has some outdated information and others things didn't come true, but overall the book is solid. It gives you great insides how to approach marketing. One thing is that it says that is hard or impossible to predict the future, but the book does try that in a few occasions.

  28. 4 out of 5

    Tobias Nervik

    1: The Law of Leadership: It’s better to be first than it is to be better. 2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place 4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions. 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 co 1: The Law of Leadership: It’s better to be first than it is to be better. 2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place 4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions. 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 ladder: The strategy to use dependent 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.

  29. 4 out of 5

    Bogdan

    На 4-й книге Траута с Райсом понял, что все это уже слышал, а одними кейсами IBM и Xerox сыт не будешь

  30. 4 out of 5

    Ramneesh Singla

    1: The Law of Leadership: It’s better to be first than it is to be better. 2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place 4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions. 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 co 1: The Law of Leadership: It’s better to be first than it is to be better. 2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place 4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions. 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 ladder: The strategy to use dependent 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.

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