The document discusses 12 marketing laws outlined by Al Ries and Jack Trout in their book "The 22 Immutable Laws of Marketing". The laws covered in the excerpt include the Law of Leadership, the Law of Category, the Law of the Mind, the Law of Perception, the Law of Candor, the Law of the Ladder, the Law of Success, the Law of Duality, the Law of Hype, the Law of Singularity, and the Law of Line Extension. Examples are provided for each law discussing brands like Dell, Tata, Xerox, Microsoft, Apple, Sony, Scope, Listerine, Levis, Tommy Hilfiger, Bajaj, Hero Honda,

1. Al Ries and Jack Trout The 22 Immutable Laws of Marketing

2. Dedicated to the elimination of myths and misconceptions from the marketing process