圖書標籤: 營銷 市場營銷 商業 market 經典 Marketing 市場 經濟
发表于2024-12-23
The 22 Immutable Laws of Marketing pdf epub mobi txt 電子書 下載 2024
Book Description
The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. Illustrations.
From Library Journal
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.
Book Dimension
length: (cm)20.6 width:(cm)13.5
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22條商規:美國CEO最怕被競爭對手讀到的商界奇書
Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.
BU老大推薦的簡單實用的marketing經驗定律,與結構化的Value Prop相得益彰。
評分前十章就夠瞭
評分讀過跟沒有讀過似乎沒什麼區彆
評分So goooooooood!
評分大概3.5星,主要這本書寫於13年前,當時的市場格局和現在差異很大。而且此書所描述的大多數法則其實是在競爭者實力伯仲之間的情況,産品都沒有太大的問題,而且也不犯錯誤。簡而言之,該書描述的是一個成熟市場的市場運作法則,有很多基於推測因此偏理論化,實踐之前應該仔細想過哪些是可以應用到,哪些不是?
The 22 Immutable Laws of Marketing,中文译名是《22条商规》,属于营销类经典丛书。里面提到的22条基本定律,每一条都隐含着声名显赫的企业,诸如GE,通用,IMB,丰田,成败兴衰的经验和教训,每一条都价值千金。此书也被誉为企业CEO“最怕竞争对手读到的奇书” 说实话,...
評分 評分本书的影响力和地位,在这里就不多做盛赞了。Al Ries大师洋洋洒洒写了一大堆内容,其实全书总的可以分为两大部分,按照以下思路就能形成一套完整的营销逻辑。 第一大部分:营销逻辑本身 整套营销逻辑的起点:(四、认知定律)在市场营销领域并不存在客观现实性,也不存...
評分前15章讲《定位》,后7章讲怎么做。但是没有翔实的研究支撑,大部分例子都是用强烈的语气恫吓。建议还是好好读好《定位》更有用。 作者(在1980年代)预言微软OFFICE最后会失败,但事实是,OFFICE成为微软现在最垄断最赚钱的工具。为什么?我觉得作者对延伸定律理解有误,当一...
評分这本书里面的内容并不多,难能可贵的是废话少,22条每一条都值得细细研究,反复读。经典就是经典,无需置疑。 针对第一法则: 如果你不能做第一品牌,那么就要做第一品牌的对立面,并且在攻击时绝不能手软 阶梯定位法则: 对于一般人而言,对于同一品种的品牌,通常人们只能...
The 22 Immutable Laws of Marketing pdf epub mobi txt 電子書 下載 2024