There are laws of nature so why shouldn't there be laws of marketing? As Al Ries and Jack
Trout-the world-renowned marketing consultants and bestselling authors of Positioning-note you
can build an impressive airplane but it will never leave the ground if you ignore the laws of
physics especially gravity. Why then they ask shouldn't there also be laws of marketing that
must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing
Ries and Trout offer a compendium of twenty-two innovative rules for understanding and
succeeding in the international marketplace. From the Law of Leadership to The Law of the
Category to The Law of the Mind these valuable insights stand the test of time and present a
clear path to successful products. Violate them at your own risk.
