Published more than a decade ago, this book still contains the essence of what makes a good marketing program today.

The most important law of marketing. It's the law of leadership. It's better to be first than it is to be better. Yet what are most companies focused on? You're right. Most companies focus on trying to be better. Better people, better products, better service. Yet almost all market leaders have been products or services that were first in their categories. Coca-Cola in cola. Jello in gelatin deserts. Hertz in rent-a-cars. Intel in microprocessors.

Are your programs in tune with the laws of marketing? Billions of dollars have been wasted on marketing programs that couldn't possibly work. No matter how clever or brilliant. Or how big the marketing budgets. So how do you avoid wasting your marketing dollars? The easy answer is to make sure your programs are in tune with the laws of marketing. After years of working on marketing principles and problems, Al Ries and Jack Trout distilled their findings into the basic laws that govern success and failure in the marketplace. There are 22 of these ÒimmutableÓ laws. Violate them at your own risk.