Al Rees and Jack Trout, two of the world's most successful marketing strategists, draw on more than 40 years of marketing experience to define the definitive rules that govern the world of marketing.

Combining extensive historical coverage With a keen eye to the future, the authors present 22 superior tools and innovative techniques for the international market. The authors look at successful and failed marketing campaigns, explain why good ideas failed to live up to expectations, and offer their own ideas about what might have worked better. Real-life examples, smart suggestions, and killer instincts are nothing less than the rules by which companies will thrive or fail.

Al Rees is a legendary brand strategist, best-selling author, and originator of the concept of positioning.