"The 22 Immutable Laws of Marketing"

Paper Summary:

This paper overviews the book, "The 22 Immutable Laws of Marketing: Violate Them At Your Own Risk" and its emphasis on the need for marketers to look first to the perceptions of their customers for guidance in how to design, sell and service products. The paper reviews the twenty two laws presented in the book and discusses the laws most worth emulating. The writer finds the book fascinating and relates that this book changed his perspective of marketing.

Outline:
Introduction
Assessing Each of the 22 Immutable Laws of Marketing
Laws Worth Emulating
Summary

From the Paper:

"In the book, The 22 Immutable Laws of Marketing: Violate Them At Your Own Risk, authors Ries & Trout (1994) present a series of insights, guidelines and concepts that together form the foundation of how marketing needs to be based more on the perception of customers and less on product features and branding. I thoroughly enjoyed the book and the authors' passion for communicating how critical it is for marketers to look first to the expectations and perceptions of their customers for guidance in how to design, sell and service products. This book also reminded of the Harvard Business Review article Blue Ocean Strategies (Kim, Mauborgne, 2004) and corresponding book with the shared title. Blue Oceans are synonymous with uncontested markets, and in book authored by Ries & Trout, I can see how having a finely tuned sense of the perception of customers' unmet needs and preferences could lead to the development of entirely new markets."

Sample of Sources Used:

• W Chan Kim, Renee Mauborgne. (2004). BLUE OCEAN STRATEGY. Harvard Business Review, 82(10), 76-84. Retrieved September 16, 2008, from ABI/INFORM Global database. (Document ID: 701178841).
• Ries & Trout (1994). The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! New York, NY: Harper Business.

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