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Jack Trout,Al Ries

The 22 Immutable Laws of Marketing

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    Sanzhar Surshanovje citiraoпрошле године
    When a competitor owns a word or position in the prospect’s mind, it is futile to attempt to own the same word.
    Sophea Leyje citiraoпре 7 месеци
    Most often there is only one place where a competitor is vulnerable. And that place should be the focus of the entire invading force
    Sophea Leyje citiraoпре 8 месеци
    As time goes on, however, these customers get educated. They want the leading brand, based on the naive assumption that the leading brand must be better.
    We repeat: The customer believes that marketing is a battle of products. It’s this kind of thinking that keeps the two brands on top: “They must be the best, they’re the leaders.”
    Sanzhar Surshanovje citiraoпрошле године
    Ideas without money are worthless. Well … not quite. But you have to use your idea to find the money, not the marketing help. The marketing can come later.
    Sanzhar Surshanovje citiraoпрошле године
    Furthermore, in any given situation there is only one move that will produce substantial results.
    Sanzhar Surshanovje citiraoпрошле године
    Some say all attributes are not created equal. Some attributes are more important to customers than others. You must try and own the most important attribute.

    Cavity prevention is the most important attribute in toothpaste. It’s the one to own. But the law of exclusivity points to the simple truth that once an attribute is successfully taken by your competition, it’s gone. You must move on to a lesser attribute and live with a smaller share of the category. Your job is to seize a different attribute, dramatize the value of your attribute, and thus increase your share.
    Sanzhar Surshanovje citiraoпрошле године
    Chemically, alcohol is a strong depressant. But in the short term, by depressing a person’s inhibitions, alcohol acts like a stimulant.
    Sanzhar Surshanovje citiraoпрошле године
    Marketing is a battle of perceptions, not products.
    Sanzhar Surshanovje citiraoпрошле године
    If you’re introducing the first brand in a new category, you should always try to select a name that can work generically. (Lawyers advise the opposite, but what do they know about the laws of marketing?)
    Sanzhar Surshanovje citiraoпрошле године
    The basic issue in marketing is creating a category you can be first in. It’s the law of leadership: It’s better to be first than it is to be better. It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.
    David Xiaoje citiraoпре 2 године
    errs on the high side
    David Xiaoje citiraoпре 2 године
    From a marketing point of view, what did Federal Express do? It concentrated on one service: small packages overnight. Today Federal Express is a much bigger company than Emery.
    Michael Jønssonje citiraoпре 2 године
    You can’t narrow the focus with quality or any other idea that doesn’t have proponents for the
    Michael Jønssonje citiraoпре 2 године
    The essence of marketing is narrowing the focus. You become stronger when you reduce the s
    Michael Jønssonje citiraoпре 2 године
    Words come in different varieties. They can be benefit related (cavity prevention), service related (home delivery), audience related (younger people), or sales relat
    Michael Jønssonje citiraoпре 2 године
    If you’re not a leader, then your word has to have a narrow focus. Even more important, however, your word has to be “available” in your category. No one else can have
    Michael Jønssonje citiraoпре 2 године
    In a way, the law of leadership—it’s better to be first than to be better—enables the first brand or company to own a word in the mind of the prospect. But the word the leader owns is so simple that it’s invisible.
    Michael Jønssonje citiraoпре 2 године
    company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple words are best, words taken right out of the dictionary.
    This is the law of focus. You “burn” your way into the mind by narrowing the focus to a single word or concept. It’s the ultimate marketing sacrifice.
    Michael Jønssonje citiraoпре 2 године
    The most powerful concept in marketing is owning a word in the prospect’s mind
    Michael Jønssonje citiraoпре 2 године
    Instead of using their own perceptions, they base their buying decisions on someone else’s perception o
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