The authors read the consumer mind brilliantly and this fact is evident in the 5th law which is the Law of Focus. The authors use their wide experience of marketing while preparing these laws and manage to think just like a typical customer would think. According to the authors only perceptions in the minds of customers matter and everything else is an illusion (4th law: The Law of Perception). This is quiet contrary to what we believe but the authors have prepared the laws with a very practical approach and have supported each of them with suitable examples. The authors dispel the commonly held belief that if your product is better than ultimately your product will win. The law of the mind follows from the law of perception. In the 3rd law (The Law of the Mind), the authors have just modified the first law saying that it’s better to be first in the mind than to be first in the marketplace. The author also gives examples of brands which tried to jump in after a brand had made a name for itself in a particular product and how almost all of the brands which tried to copy the leader failed. Here the author gives the example of the beer market in US (imported beer-Heineken, high-priced domestic beer-Michelob). This may seem that if you are not the first one to launch a product you’d be doomed to languish but here comes the second law which states that if you cannot be first in a category than you’ve got to create a category wherein you can be the first one. But the authors also warn us saying that timing is equally important for the launch of the product. This law is very well supported by examples. The author says that in this way you would be the first one to enter the mind of the prospective. The first law is the Law of Leadership which states that its better to be first than it is to be better. There is an introduction stating the need of Marketing Laws and the authors elaborate many cases wherein the marketing strategies have gone wrong in spite of the companies pouring in tons of money because the companies did not follow one law or the other. Each law has been mentioned in a small chapter with relevant examples. It suggests the companies to create a ‘position’ in prospect’s mind.Īs the title suggests there are 22 laws, each mentioned in a separate chapter. While Marketing Warfare says that marketing is a war and should be treated like one, Positioning is about the problems regarding communication in business and politics. Both the books were based on marketing techniques and this book is no exception. The authors are well known for their books Marketing Warfare and Positioning. The authors are well-known marketing strategists and have been consulted by many large corporations in America and the Far East. These laws are a result of working on marketing principles and problems and the authors have been working in this direction for more than 25 years. In fact the best part of this book is its examples and their relevance to the law mentioned.
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But the authors prove their point by giving countless examples in which the marketing plans has gone haywire since it did not followed the laws mentioned in this book.
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The authors suggest that most of the marketing plans which go flat are because people are not willing to accept that there can be any laws of marketing.
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There has never been a book about laws of marketing (and that too immutable laws) so this book is a first of its type. Notions which exist in the marketing world. The authors dispel most of the commonly held beliefs and This book is dedicated to the elimination of myths and misconceptions from the marketing process.