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SUMMARY.The 22 Immutable Laws of Marketing Violate Them At Your Own Risk! By Al Ries and Jack Trout

·         What’s in it for me? Learn the marketing basics to change people’s perceptions.

·         Your product’s marketing success is largely determined by how quickly you can get it to market.

·         If you can’t be market leader, turn the market upside down and create your own product category.

·         Boost your brand by “owning” a word; but don’t get greedy and try to claim the words of others.

·         In marketing, less is more; but there’s a trick to staying ahead during inevitable product expansions.

·         Three things bring a brand down: blind arrogance; falsely predicting the future; belief in infallibility.

·         Did your competitor catch you in a mistake or misstep? Admit it and your customers will reward you.

·         Final summary

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