Enriched executive summary of

The 22 Immutable Laws of Marketing

Al Ries and Jack Trout

Marketing: The Law of Duality

In the long run, every market becomes a two-horse race

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 Vadim Kotelnikov, founder of 1000ventures - personal logo   Kore 10 Tips   One World, One Way, icon, logo 

 

 The Law of:

Leadership

Category

Ladder

Duality

Perception

 

When you take the long view in marketing Download PowerPoint presentation, pdf e-book, you find the battle usually winds up as a titanic struggle between two major players usually the old reliable brand and the upstart.

Sustainable Competitive Advantage Download PowerPoint presentation, pdf e-book

Knowing that  marketing is a two-horse race in the long run can help you plan strategy in the short run.

Early on, in a developing market, sales are increasing, and there are many competitors. New, relatively unsophisticated customers are coming into the market. These customers don't always know which brands are the Leaders Download PowerPoint presentation, pdf e-book, so they pick ones that look interesting and attractive.

Emotional Marketing      Buzz Marketing      Sell Benefits

As time goes on, however, these customers get educated they recognize the leading brands and assume that their products must be the best.

Customer Value Creation: Yin-Yang Strategies Download PowerPoint presentation, pdf e-book