1. The 22 Immutable Laws of Marketing Al Ries & Jack Trout

3. 1. The Law of Leadership It's better to be first than it is to be better

9. 2. The Law of the Category If you can't be first in a category, set up a new category you can be first in.

20. 3. The Law of the Mind It's better to be first in the mind than to be first in the marketplace.

31. 4. The Law of Perception Marketing is not a battle of products, it's a battle of perceptions.

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37. Which is better? Perception.

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40. 5. The Law of Focus The most powerful concept in marketing is owning a word in the prospect's mind

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56. 6. The Law of Exclusivity Two companies cannot own the same word in the prospect's mind.

64. 7. The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder.

69. 8. The Law of Duality

70. 9. The Law of the Opposite

71. 10. The Law of Division

72. 11. The Law of Perspective

73. 12. The Law of Line Extension

74. 13. The Law of Sacrifice

75. 14. The Law of Attributes

76. 15. The Law of Candor

77. 16. The Law of Singularity

78. 17. The Law of Unpredictability

79. 18. The Law of Success

80. 19. The Law of Failure

81. 20. The Law of Hype

82. 21. The Law of Acceleration

83. 22. The Law of Resources