The 22 Immutable Laws of MarketingThere are laws of nature, so why shouldn't there be laws of marketing? As Al Ries and Jack Trout the world renowned marketing consultants and bestselling authors of Positioning note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable