The 22 Immutable Laws of Marketing

Saya menuliskan status di facebook kemarin :
"saya ingin menekuni dua hal sekaligus. apa bisa? toh orang lain bisa"

Lalu ada respon dari teman yang seorang dokter, yaitu pak Wiend. Dari Inboxnya ada 2 buku yang dianjurkan untuk kubaca.

1. Buku : FOCUS karya Al Ries
2. Buku : 22 Immutable Laws of Marekting, karya Al Ries

Al Ries, ternyata seorang pakar marketing, seperti halnya pak Hermawan Kartajaya di Indonesia,
Jujur saja, buku ini baru saya tahu dari pak Wiend.
Dan setelah menjalankan usaha online selama setahun, saya mulai merasa butuh ilmu tentang marketing dan sekitarnya. Suatu ilmu baru banget deh, karena saya dasarnya belajar sains kemarin itu.

Buku masih hunting, tapi dari hasil Googling, sementara ada 22 Immutable Laws of Marketing yang kayaknya oke juga untuk dipelajari di awal nih. Biar ga hilang, saya tempel saja dulu di blog.

Siapa yang kebetulan baca, silahkan ya, kalau mau berbagi info lagi, silahkan bangeet. Semoga bermanfaat.


The 22 Immutable Laws of Marketing
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The 22 Immutable Laws of Marketing (1993) is a book by Al Ries and Jack Trout.

These are the chapter headings from The 22 Immutable Laws of Marketing, by Ries & Trout, Harper Business.

1. It is better to be first than it is to be better.
2. If you can't be first in a category, set up a new category you can be first in.
3. It is better to be first in the mind than to be first in the marketplace.
4. Marketing is not a battle of products, it's a battle of perceptions.
5. The most powerful concept in marketing is owning a word in the prospect's mind.
6. Two companies cannot own the same word in the prospect's mind.
7. The strategy to use depends on which rung you occupy on the ladder.
8. In the long run, every market becomes a two horse race.
9. If you are shooting for second place, your strategy is determined by the leader.
10. Over time, a category will divide and become two or more categories.
11. Marketing effects take place over an extended period of time.
12. There is an irresistible pressure to extend the equity of the brand.
13. You have to give up something to get something.
14. For every attribute, there is an opposite, effective attribute.
15. When you admit a negative, the prospect will give you a positive.
16. In each situation, only one move will produce substantial results.
17. Unless you write your competitor's plans, you can't predict the future.
18. Success often leads to arrogance, and arrogance to failure.
19. Failure is to be expected and accepted.
20. The situation is often the opposite of the way it appears in the press.
21. Successful programs are not built on fads, they're built on trends.
22. Without adequate funding, an idea won't get off the ground.


References

* The 22 Immutable Laws of Marketing (1993). Al Ries and Jack Trout.


yang tahu buku terjemahannya, plis komentar ya :D
saya nyerah deh kalau baca buku bahasa Inggris. harus ngulang beberapa kali baru ngeh. udah kejar-kejaran sama kerjaan rumah tangga, jadi lebih aman dan cepat baca buku how to gini, yang terjemahan saja.

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