Al Ries and Jack Trout, two of the world's most successful
marketing strategists, call upon over 40 years of marketing
experise to identify the definitive rules that govern the world of
marketing.
Combining a wide-ranging historical overview with a keen
eye for the future, the authors bring to light 22 superlative tools
and innovative techniques for the international marketplace. The
authors examine marketing campaigns that have succeeded and others
that have failed, why good ideas didn't live up to expectations,
and offer their own ideas on what would have worked better.
The
real-life examples, commonsense suggestions and killer instincts
contained are nothing less than rules by which companies will
flourish or fail.
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