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The 11 immutable laws of Internet branding /

Main Author:
Other Authors: Ries, Laura.
Format: Book
Language: English
Published: HarperBusiness, 2000
Edition: First edition.
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Two marketing experts share their radical strategies for marketing effectively on the Internet, urging readers to mix the old with the new when making a marketing plan.

Review by Booklist Review

Al Ries and partner Jack Trout made positioning a buzzword with their so-titled book on marketing in the 1980s. Later they laid down The 22 Immutable Laws of Marketing (1993). Now "branding" is marketing's catchphrase, and Ries has already teamed with daughter Laura to set out The 22 Immutable Laws of Branding (1998). Arguing that the Internet will change our lives more than either TV or the computer, the Rieses here offer 11 invariable rules for building brands on "the Net." They liken the current state of the Internet to that of the unruly, uncontrollable Wild West. Perhaps that is why this time around they can come up with only 11 laws. Regardless, the pair employs its own unique brand of common sense to look at what has been successful on the Internet and what has not. From their many examples, they extrapolate a straightforward canon that can be applied by companies big and small and by those doing business on the Internet and those that, with the Rieses' urging, inevitably will. --David Rouse

From Booklist, Copyright (c) American Library Association. Used with permission.