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There are laws of nature, so why shouldn't there be laws of marketing?

As Al Ries and Jack Trout--the world-renowned marketing consultants and bestselling authors of Positioning--note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding...

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.

Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid...

Die größte Challenge ihres Lebens: Eva Ries und der Wu-Tang Clan

Sie sind unangepasst, wütend und stets auf Ärger aus - und sie erfinden den Hip-Hop neu. Von Beginn an lehren die Members des Wu-Tang Clan, allen voran der völlig irrationale Ol' Dirty Bastard, jeden das Fürchten. Doch die junge Musikmanagerin Eva Ries lässt sich davon nicht abschrecken. In New York City erarbeitet sie sich den Respekt des Clans und gehört über zwanzig Jahre lang zum engsten Kreis der größten Hip-Hop-Band der Welt. In diesem Buch gibt sie exklusive Einblicke in die Welt des Wu-Tang...

Why do most Americans remember the battlecry of the French Revolution (Liberte, egalite, fraternite) when they cannot remember the battlecry of the American Revolution?

Because the sounds of the words "Liberte, egalite, fraternite" rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to "rhyme," there are four other techniques outlined in my new book, Battlecry.

(1) Rhyme: "Roto-Rooter, that's the...