Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing expertise 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 and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.

艾尔·里斯和杰克·特劳特是世界上最成功的两位营销策略师，他们借助40多年的营销专业知识来确定支配营销世界的决定性规则。结合广泛的历史概况和对未来的敏锐眼光，作者带来了光22最先进的工具和创新技术的国际市场。作者们研究了成功的营销活动和失败的营销活动，以及为什么好的创意没有达到预期，并提出了他们自己的想法，说明哪些创意更有效。现实生活中的例子、常识性的建议和致命的本能，无异于公司兴衰的规则。