Top 20 Book Quotes: The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

Below are the Top 20 quotes from The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

  1. Be first. If you cannot be first, create a new category to be the first
  2. Being first to mind is better than first to the marketplace
  3. Marketing is not a battle of products but a battle of perceptions
  4. Owning a word in the prospects mind is the most powerful concept in marketing
  5. Do not imitate the strategy of the market leader
  6. Every market becomes a two horse race
  7. If you are shooting for second place, the leader determines your strategy
  8. Own a word in a customers mind and have them for life
  9. As category matures it will divide and become two or more categories
  10. Marketing results occur over an extended period of time
  11. There is an irresistible pressure to extend brand equity
  12. Forward progress requires sacrifices
  13. When you admit a negative, the prospect will see it as a positive
  14. In each situation only one move will produce substantial results
  15. Unless you write your competitors plans, you can’t predict the future
  16. To defeat your enemy you have to think like your enemy
  17. Success often leads to arrogance, and arrogance leads to failure
  18. Failure should be expected and accepted
  19. Successful programs are not built on fads, they are built on trends
  20. Without adequate funding an idea will only remain an idea
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