There are laws of nature, so why shouldn’t there be laws of marketing? You can build a great-lookingĪirplane, but it’s not going to get off the ground unless it adheres to the laws of physics, especially the Marketing-certainly none that are immutable. As far as we can tell, almost no one is willing to admit that there are any laws of Overlooked? There are, after all, many sophisticated marketing practitioners and academics. The fundamental laws of marketing are those described in this book.īut who says so? How come two guys from Connecticut have discovered what thousands of others have What are these marketing laws? And who brought them down from Mount Sinai on a set of stone tablets? “marketing” banner, they are useful no matter where you are in a company, and no matter what product (Although we have defined our ideas and concepts under the So how do you avoid making mistakes in the first place? The easy answer is to make sure your programsĪre in tune with the laws of marketing.
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Then figure out how to exploit the situation. To get the business back, the company has to wait for others to make mistakes and When a company makes a mistake today, footprints quickly show up on its back as competition runs off Problem either, although GM obviously wasn’t delivering top-notch quality. GM’S problem wasn’t a competitive problem, although competition did increase. (It priced themĪlike as well as made them look alike.) Ten share points evaporated, which translates into about $10 Past decade the company paid a terrible price for destroying the identity of its brands. Today, we fear corporate incompetence!Īll companies are in trouble. John Kenneth Galbraith, when asked what he believed was America’s perception of the country’s giantĬorporations, said that we feared corporate power. But the programs themselves were based on assumptions that were flawed. Certainly theīest and the brightest people traditionally have been attracted to the biggest and the best companies, like The tools and techniques used at Sears, Roebuck might have been right, sometimes even spectacular.Īnd the managers who ran the GM programs might have been the best and the brightest. And you don’t have to look further than IBM, General Motors, and Sears,įile:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html (3 of 77) 1:41:49 AM Many managers assume that a well-designed, well-executed, well-financed marketing program will Stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permissionīillions of dollars have been wasted on marketing programs that couldn’t possibly work, no matter howĬlever or brilliant. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or By payment of the required fees, you haveīeen granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. All rights reserved under International and Pan-American Copyright Conventions. Copyright © 1993 by Al Ries and Jack Trout. File:///F|/Business/Marketing/22 Immutable Laws Of Marketing.htmlĭedicated to the elimination of myths and misconceptions from the marketing process