by Al Ries, Jack Trout · HARPERCOLLINS · tapa blanda · ISBN 9780006383451
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«22 Immutable Laws of Marketing» is the classic marketing manual by Al Ries and Jack Trout, published by HarperCollins in paperback (160 pages, in English).
The book sets out 22 laws of marketing that its authors consider immutable, illustrated with real campaigns and counterexamples. With a direct and irreverent style, it analyzes successes and failures in the sector, why some good ideas did not work and what strategies would have produced better results.
This book first appeared in 1993 under the title «The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!».
Recommended for marketing professionals, business students and entrepreneurs interested in brand strategy and commercial communication.
Alfred Paul Ries was an American marketing professional and author. He was the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.
