Al Ries and Jack Trout, two of the world's most successful marketing strategists, present 22 tools and innovative techniques for marketing in today's competitive and global marketplace. They examine marketing campaigns that have succeeded and others that have failed; why good ideas did not live up to expectations; and how some companies went against convention to succeed in their markets. The real-life examples, commonsense suggestions and killer instincts contained in this book are nothing less than rules by which companies will flourish or fail.
Author Biography
Al Ries and Jack Trout are two of the world's best-known marketing strategists. They are the authors of such best-selling books as The Battle for your Mind; Marketing Warfare and Positioning. They run a marketing consulting firm in Greenwich, Connecticut, and work with some of the world's largest companies.
