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.
In their inimitable fashion, consultants Ries and Trout wag their fingers at American marketers over past and present sins--brand dilution via line extensions, trying to be all things to all people, the folly of arrogance. In fact, much of their advice is distilled from previous tomes (Positioning, Marketing Warfare). Yet, even for those uninvolved in marketing, most of their 22 laws ring with common sense and a head-nodding "Why didn't I think of that?" For instance, their "power of perception" precept strikes home in their examination of the "60 Minutes" charge against Audi; even though the car's unintended acceleration was never documented outside the TV show, Audi's market share has dropped dramatically. Irreverence dominates; in the epilogue, they warn that their laws violate corporate doctrines--ergo, be prepared for ostracism. An easy read and easy way to slide into a topic perceived as formidable.