TAILIEUCHUNG - The 22 Immutable Laws of Marketing Introduction Billions of dollars have been wasted on marketing

The 22 Immutable Laws of Marketing Introduction Billions of dollars have been wasted on marketing programs that could never work. A marketing program can be well designed, well executed and well financed but still not work - because it violates one or many of the fundamental laws of marketing and is therefore doomed to failure. Marketing has fundamental laws just as nature does, but most marketers don't believe so. Programs that work are almost always in tune with some fundamental force in the marketplace. The principles that govern success and failure are called the 22 Immutable Laws of Marketing. Violate them. | The 22 Immutable Laws of Marketing Introduction Billions of dollars have been wasted on marketing programs that could never work. A marketing program can be well designed well executed and well financed but still not work - because it violates one or many of the fundamental laws of marketing and is therefore doomed to failure. Marketing has fundamental laws just as nature does but most marketers don t believe so. Programs that work are almost always in tune with some fundamental force in the marketplace. The principles that govern success and failure are called the 22 Immutable Laws of Marketing. Violate them at your own risk. The Laws of Leadership Category Mind and Perception The Law of Leadership. It s better to be first than to be better. It s much easier to get into the mind first than to try to convince someone that your product is better than the one that was there first. The leading brand in any category is almost always the first into the prospect s mind - . Hertz IBM CocaCola Gillette Tide. People tend to stick with what they ve got because it isn t worth the effort or cost to switch. The Law of the Category. If you can t be first in a category set up a new category you can be first in. It s easier than you think to find a new category to be first in - . Dell Charles Schwab Lear s. When you re first in a new category you should promote the category not your brand. Prospects are reluctant to think about what s better but everyone is interested in what s new. This means you have no competition in your category The Law of the Mind. It s better to be first in the mind than first in the marketplace. This law modifies the Law of Leadership. You can t change a mind once it s made up. Even vast financial resources spent on changing entrenched perceptions don t work well - . Xerox as a copier company trying to become a computer company. The Law of Perception. Marketing isn t a battle of products it s a battle of perceptions. Although many people think the

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