There are laws of nature, so why shouldn't there be laws of marketing? As Al Ries a nd Jack Trout—the wo r ld-renowned marketing consultants a nd bestselling autho r s of Positioning —note, you can build an impressive airplane, but it will never leave the ground if you igno r e the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch a nd maintain winning bra nds? In The 22 Immutable Laws of Marketing , Ries a nd Trout offer a compendium of twenty-two innovative rules fo r understa nding a nd succeeding in the international marketplace. fr om the Law of Leadership, to The Law of the Catego r y, to The Law of the Mind, these valuable insights sta nd the test of time a nd present a clear path to successful products. Violate them at your own risk.