22 classic rules for understanding and succeeding in the international marketplace

This is an old one but a good one. And if you haven’t read it already, do so without further delay. It is a treasure trove of information and offers some remarkable case histories; like how Marlboro upped cigarette sales to women by targeting their messages to cowboys. Within the pages you will find a collection of marketing rules that stand the test of time – for example why it’s better to own up to your faults as a company rather than gloss over them, and why this is good for business. 

Al Reis and Jack Trout spent 25 years studying the workings of various businesses, both big and small, and condensed their findings into these 22 principles in an easily digestible book that should be on every entrepreneur’s bookshelf. It is a marketing bible of sorts, offering wisdom, learning and easy reading all in one engaging package.

Reviewed by Sangeetha Shinde Tee.