The 22 Immutable Laws of Marketing

Whoah. I bought that book quite a long time ago and never got around to reading it. Thanks for reminding me, it's probably about time to pull it off the shelf and read it.

  3. It is better to be first in the mind than to be first 
  in the marketplace.

Need more context to understand exactly what point this is making. This is either very insightful or just plain weird.

  4. Marketing is not a battle of products, it's a battle of
   perceptions.

Yeah, absolutely. See OS/2 vs. Windows 3.x

  5. The most powerful concept in marketing is owning a word 
  in the prospect's mind.

This may be the most valuable one of all. When you create default mental associations, so that people make decisions on instinct without even considering alternatives, or at least make your brand the "default choice unless there's a compelling reason otherwise" then you're in good shape.

  6. Two companies cannot own the same word in the 
  prospect's mind.

Interesting point.

I just read this book. It was interesting but it's geared towards physical products with very large franchises like Coca-Cola beverages or IBM servers. Which is on the face of it very strange - you're targetting a book to a level at which a vanishingly small percentage of readers will actually be working at. (Perhaps some readers aspire to consider themselves in such a position even if they are not likely to be?) I'm not sure how much of the advice is directly applicable to a small business enterprise selling nonphysical goods such as software or services, and I worry that some of its advice may be actually damaging to take too much to heart if you are not a large enterprise.

Not a lot there. Among other problems, they missed the most fundamental law of marketing - "People can't buy your product if they don't know it exists."

"1. It is better to be first than it is to be better.". How is this true ? Take google for instance...

"22. Without adequate funding, an idea won't get off the ground."

Maybe this should be the first law?