The 22 Immutable Laws of Marketing

This classic book was written by Al Ries and Jack Trout and can be obtained from:

Harper Collins Publishers
77 - 85 Fulham Palace Road
Hammersmith
London
W6 8JB

ISBN 0 00 638345 9

Many people believe that the basic issue in marketing is convincing prospects that you have a better product or service.

The authors argue that it is NOT TRUE.

Marketing is about PERCEPTIONS.

The twenty two laws are:

1. The law of leadership
2. The law of the category
3. The law of the mind
4. The law of perception
5. The law of focus
6. The law of exclusivity
7. The law of the ladder
8. The law of duality
9. The law of the opposite
10. The law of discussion
11. The law of perspective
12. The law of line extension
13. The law of sacrifice
14. The law of attributes
15. The law of candour
16. The law of singularity
17. The law of unpredictability
18. The law of success
19. The law of failure
20. The law of hype
21. The law of acceleration
22. The law of resources

We have shown in bold type above those laws which are linked to Purnells commentary on that particular law.

The authors examined the marketing programmes of major companies costing millions of dollars because those programmes went against the 22 laws.

Before deciding on a marketing campaign, give a good deal of thought to:

• The targeted audience

• The message

• The aims

• The use of several of the 22 laws