Al Ries & Jack Trout two of the world's most successful marketing strategists call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing Combining a wide-ranging historical overview with a keen eye for the future the authors bring to light 22 superlative tools & innovative techniques for the international marketplace The authors examine marketing campaigns that have succeeded & others that have failed why good ideas didn't live up to expectations & offer their own ideas on what would have worked better The real-life examples commonsense suggestions & killer instincts contained are nothing less than rules by which companies will flourish or fail