These outside representations of the world seem more real than the reality inside their own minds. They "belong" to clubs, organizations, institutions. They "live" in the arena of books, movies, television, newspapers, magazines. Their basic thesis is that ".to cope with the terrifying reality of being alone in the universe, people project themselves on the outside world. In this most recent book they argue that the market position of a product or service in the perception of the customer is everything, and offer up twenty-two "immutable" laws of marketing that to them demonstrate this fundamental point. This book is the latest in a long line from the team of Al Ries and Jack Trout, whose other titles include Marketing Warfare, Positioning - The Battle for your Mind, and Bottom-Up Marketing.
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