Mind, which we helped popularize under the concept of “positioning.” We also developed a military Have developed strategic models of the marketing process, including a physical model of the human In our books, articles, speeches, and videos we have analyzed marketing principles in some detail. Have found is that programs that work are almost always in tune with some fundamental force in the We have been studying what works in marketing and what doesn’t for more than 25 years. Once you open your mind to the possibility that there are laws of marketing, it’s easy to see what they That anything is achievable if you are energetic enough, or creative enough, or determined enough.Įspecially if you are willing to spend enough money. Perhaps it’s human nature not to admit there are things you can’t do. Of the immutable laws knock you flat if you don’t know what they are. So it follows that you can build a brilliant marketing program only to have one You can build an architectural masterpiece on a sand dune, but the first hurricane willįile:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html (4 of 77) 1:41:49 AM There are laws of nature, so why shouldn’t there be laws of marketing? You can build a great-lookingĪirplane, but it’s not going to get off the ground unless it adheres to the laws of physics, especially the Marketing-certainly none that are immutable. As far as we can tell, almost no one is willing to admit that there are any laws of Overlooked? There are, after all, many sophisticated marketing practitioners and academics. The fundamental laws of marketing are those described in this book.īut who says so? How come two guys from Connecticut have discovered what thousands of others have What are these marketing laws? And who brought them down from Mount Sinai on a set of stone tablets? “marketing” banner, they are useful no matter where you are in a company, and no matter what product (Although we have defined our ideas and concepts under the So how do you avoid making mistakes in the first place? The easy answer is to make sure your programsĪre in tune with the laws of marketing.
22 immutable laws of marketing pdf free download how to#
Then figure out how to exploit the situation. To get the business back, the company has to wait for others to make mistakes and When a company makes a mistake today, footprints quickly show up on its back as competition runs off Problem either, although GM obviously wasn’t delivering top-notch quality. GM’S problem wasn’t a competitive problem, although competition did increase. (It priced themĪlike as well as made them look alike.) Ten share points evaporated, which translates into about $10 Past decade the company paid a terrible price for destroying the identity of its brands. Today, we fear corporate incompetence!Īll companies are in trouble. John Kenneth Galbraith, when asked what he believed was America’s perception of the country’s giantĬorporations, said that we feared corporate power. But the programs themselves were based on assumptions that were flawed. Certainly theīest and the brightest people traditionally have been attracted to the biggest and the best companies, like The tools and techniques used at Sears, Roebuck might have been right, sometimes even spectacular.Īnd the managers who ran the GM programs might have been the best and the brightest. And you don’t have to look further than IBM, General Motors, and Sears,įile:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html (3 of 77) 1:41:49 AM Many managers assume that a well-designed, well-executed, well-financed marketing program will Stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permissionīillions of dollars have been wasted on marketing programs that couldn’t possibly work, no matter howĬlever or brilliant. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or By payment of the required fees, you haveīeen granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. All rights reserved under International and Pan-American Copyright Conventions. Copyright © 1993 by Al Ries and Jack Trout. File:///F|/Business/Marketing/22 Immutable Laws Of Marketing.htmlĭedicated to the elimination of myths and misconceptions from the marketing process