Month: May 2022

Chapter 8 – The Law of Duality The law: In the long run, every market becomes a two-horse race. Ries and Trout explore the Law of Duality in the non-alcoholic beverage industry.  In 1969, Coke had sixty percent of the market, Pepsi had twenty-five percent, and RC cola had six percent.  According to the law,… Continue reading Book Notes: “The 22 Immutable Laws of Marketing” – Chapters 8-11

Chapter Four – The Law of Perception The law: “Marketing is not a battle of products, it’s a battle of perception.” The authors argue that touting a product or service as the best will not succeed against customer perceptions.  This is because a perception “is often interpreted as a universal truth.” As an example, the… Continue reading Book Notes: “The 22 Immutable Laws of Marketing”

The next book in my “Book Notes” series is The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. The authors claim the twenty-two laws have always existed, but corporations have been reluctant to acknowledge them. While many businesses believe that with enough effort and money, a marketing campaign will succeed, Ries and… Continue reading Book Notes: “The 22 Immutable Laws of Marketing”