About this title: This marketing guide provides marketing executives with the tools and techniques they need to put forces to work on the side of their products. Each of the 22 laws is described in detail and backed up by numerous examples of what worked and what didn't in the international marketplace.
Note: This is a general synopsis. Each listing is described below.
Binding: Paperback
Publisher: HarperBusiness
Date Published: 4/27/1994
ISBN-13:9780887306662ISBN:0887306667
Description: Fine. 0887306667 Ships next business day. NEW/UNREAD! ! ! Text is Clean and Unmarked! --Be Sure to Compare Seller Feedback and Ratings before Purchasing--Has a small black line on bottom/exterior edge of pages. May have light shelf wear to cover from storage, if any. read more
Description: Good. Shows some signs of wear, and may have some markings on the inside. Shipped to over one million happy customers. Your purchase benefits world literacy! read more
Binding: Paperback
Publisher: HarperBusiness
Date Published: 1994-04-27
ISBN-13:9780887306662ISBN:0887306667
Description: Very Good. A copy that has been read, but remains in great condition. Some pages with minor highlighting. Text is not obscured. Cover is different than shown. (I) Delivery confirmation on all domestic orders. Fast Shipping. read more
Binding: Paperback
Publisher: HarperBusiness
Date Published: 1994
ISBN-13:9780887306662ISBN:0887306667
Description: Very Good. Text pages clean & tight with no markings or highlighting. Cover different from one shown. Marketing distilled to its basic essence. Extremely readable copy. read more
Edition: First Edition; First Printing
Binding: Softcover
Publisher: HarperBusiness, New York
Date Published: 1994
ISBN-13:9780887306662ISBN:0887306667
Description: Very Good-with no dust jacket. 0887306667. Softbound, light wear/soil, crease starting at spine, small crease at front corners, pgs clean/white; 8vo 8"-9" tall; 143 pages. read more
Binding: Softcover
Publisher: Harperbusiness
Date Published: 1994-05-01
ISBN-13:9780887306662ISBN:0887306667
Description: NEW. Softcover. From an inventory that is 100% brand-new, 100% direct from the publishers' distribution channel. We carry NO pre-owned, NO remaindered. We pack in CARDBOARD to ensure the pristine quality is maintained. (Bubble-wrap alone is NOT sufficient to protect from USPS equipment. ) Guaranteed brand-NEW, protected with CARDBOARD, your satisfaction is guaranteed. BKLUVID: 9780887306662. read more
Binding: Paperback
Publisher: HarperBusiness
Date Published: 1994-04-27
ISBN-13:9780887306662ISBN:0887306667
Description: Good. Good condition, solid binding, may have some general wear to cover, edges or pages. 100% Satisfaction before, during and after the sale. read more
Description: Good. Ships within 2 business days with delivery confirmation. Good condition. May or may not contain highlighting. Expedited shipping available. read more
Description: Good. Used-Good. May contain highlighting/underlining/notes/etc. May have used stickers on cover. Ships same or next day. Expedited shipping takes 2-3 business days; standard shipping takes 4-14 business days. read more
Binding: Paperback
Publisher: HarperBusiness
Date Published: 1994-04-27
ISBN-13:9780887306662ISBN:0887306667
Description: Very Good. Paperback. Clean book with light bends in spine from reading and may have a bookstore stamp inside the cover. Quick response! read more
Description: Paperback Book is in Good condition: clean cover, clean pages (no text markings), clean page edges (no remainder mark). Ships with bar coded label for faster delivery! read more
"The basic issue in marketing is creating a category you can be first in. It's the law of leadership: It's better to be first than it is to be better. It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first."
"If you can't be first in a category, set up a new category you can be first in."
"It's better to be first in the prospect's mind than first in the marketplace. Which, if anything, understates the importance of being first in the mind. Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent that it allows you to get in the mind first."
"You want to change something in a mind Forget it. Once a mind is made up, it rarely, if ever, changes. The single most wasteful thing you can do in marketing is try to change a mind."
"If you want to make a big impression on another person, you cannot worm your way into their mind and then slowly build up a favorable opinion over a period of time. The mind doesn't work that way. You have to blast your way in the mind."
"It's an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion."
"A company can become incredibly successful if it can find a way to own a word in the mind of the prospect. Not a complicated word. Not an invented one. The simple words are best, words taken right out of the dictionary."
"It would be helpful for Lotus to have other companies get into the groupware business. It would make the category more important and people would be even more impressed with Lotus's leadership."
"But for the most part, hype is hype. Real revolutions don't arrive at high noon with marching bands and coverage on the 6:00pm news. Real revolutions arrive unannounced in the middle of the night and kind of sneak up on you."
"Was recommended this from a very reputable source. A VERY quick read, but hardly worth it. Repetitive, vague, and dated. Not sure this title is holding up. Managed to find a few needles in the haystack, but nothing groundbreaking."
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