This book is for intermediate to advanced level marketers. It shows you the strategies used by big brand names like Coke, Pepsi, Toyota, AT&T, etc. It chronicles the battle of these big name brands and the brilliant moves of some, and the dumb mistakes of others.
One of my favorite parts of the book is when the authors talk about "rungs" within peoples minds. Did you know that, depending on the product that you are marketing, only a set number of rungs exist within peoples minds?
Another fascinating point in this book is where they discuss how important it is to position yourself on these rungs. They ask a few questions to really drill the point home about how important the position you occupy on this ladder of rungs really is. For example, they ask you, "Who was the first President of the U.S.? Now who was the second?" Or "Who was the first man on the moon? Now who was the second?" So it had me thinking OMG they are right. They then go into how Hertz Rent A Car was on the second rung and they included this in their marketing literature by saying, "We're #2". Hertz then went on to include in their sales copy that because they were number two, they would try harder for your business. Hertz gained massive market share and was so successful with doing this that they pulled dead even with Avis. They then changed their marketing literature to say "We're #1" to try and take the #1 position and they failed miserably and their sales fell back down. The authors go on to explain why Hertz should have stayed with the #2 marketing literature. Fascinating book that talks about what the big boys do in marketing. I highly recommend this entertaining book.
http://rapidshare.com/files/172952322/Kennedy_The_22_Immutable_Laws_of_Marketing.rar
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