The 22 Immutable Laws of Marketing： Violate Them at Your Own Risk！市场营销的22条不二定律 fb2 pdf azw3 网盘 rtf 免费 下载 txt

The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.

Introduction

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 Division

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 Candor

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

Warning

Index

Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.

In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.

Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.

When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."

Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.

Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.

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把成功看作是大量细小努力的总体结果。然而在市场营销中，更努力的工作并不是成功的秘诀。

在大多数情况下，你的竞争对手只有一个容易攻破的薄弱环节，正是这个环节，应该成为你全力攻击的焦点。

市场营销中能够奏效的战略：出其不意。

如果只是守在办公室而不亲自介入营销过程的话，很难找到方案。

·很多人都认为营销的本质在于“比对手做得更好”，事实上这种方式很难成功。成功的秘诀在于反其道而行之，到竞争对手的对立面去开拓新的市场，这正是这本书所提到的定律之一——对立定律。

·奥巴马每一次在讲台上侃侃而谈，而讲台上必然有这样一块最醒目的标识：我们得以信赖的变革。每一次演说，奥巴马的助手们都会向观众分发宣传单，上面有同样的信息：我们得以信赖的变革。（聚焦定律）

·企业一旦在营销上犯了错，它在竞争中的劣势就很快地表现在经营业绩上。

·创造一个你能成为“第一”的新领域。这就是领先定律：成为第一胜过做得更好。在潜在顾客心智中先入为主，要比让顾客相信你的产品优于该领域的首创品牌容易得多。

·在任何品类中，领先品牌必然是那些首先进入潜在顾客心智的品牌。

·如果你正在创建一个新品类的首个品牌，那么你最好挑选一个能够广为流传的名字，以便使之成为这个品类的代名词。（律师也许会有相反的建议，但是他们对于市场营销的定律又有多少了解呢？）

·不仅是首创品牌通常成为领先者，紧跟其后进入市场的品牌销量通常与其进入市场的先后次序相符。

·如果说成功的秘诀在于率先进入潜在顾客的心智，那么大部分公司事实上采取了怎样的战略呢？是“做得更好”战略。

·无论产品质量究竟如何，人们总是把他们所说的第一个品牌视为最好的。所以市场营销是一场认知的战争，而不是产品之争。

你无法与竞争对手拥有相同的词或定位。你必须找到一个属于你自己的词。你必须找到自己独有的特征。

寻找一个能令你与领先者抗衡的对立属性。这里的关键词是对立，模仿并不会起什么作用。

要想成功，就必须哟自己独特的认知或特性，并以此为中心展开营销。如果没有任何特性，那么你最好有低的价格。

对于用户来说，某些特性比其他特性更为重要。你必须努力拥有最为重要的特性。

你无法估量新特性产品开拓市场的潜力，因此决不要嘲笑它。

1.市场领先法规

“第一”胜过“最好”

2.产品创新法则

你若不能成为某类产品中的第一，就应努力去创造另一类新产品

3.深入人心法规

枪先深入人心胜过枪先进入市场

编辑推荐

作者简介 ：

　　Al Ries and his daughter and partner, Laura Ries, are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and, most recently, The Fall of Advertising & the Rise of PR, which was a Wall Street Journal and BusinessWeek bestseller

书籍介绍

Book Description

The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.

From Library Journal

Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare , LJ 10/15/85; Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up Marketing , McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. It will be requested by readers of the authors' earlier titles.

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　- William W. Sannwald, San Diego P.L.

Book Dimension

length: (cm)20.6 　　　 　　　　　 　　　　　 width:(cm)13.5

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