very good if you need to market. ( )

Un clásico del marketing de obligada lectura. ( )

"Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over forty years of marketing expertise to identify the definitive rules that govern the world of marketing.
Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. With irreverent but honest insights, and often flying in the face of conventional, but not always successful wisdom, they give us:
The Law of Candour -- Be honest with your audience; point out the negatives, and improve your credibility.
The Law of Line Extension -- Don't try to be all things to all people; companies that overextend themselves consistently lose market share.
The Law of the Ladder -- The battle isn't lost if you fail to be No. 1.
The real-life examples, commonsense suggestions and killer instincts contained in The 22 Immutable Laws of Marketing are nothing less than rules by which companies will flourish or fail."