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The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two [Kindle Edition]

Al Ries , Jack Trout
4.3 out of 5 stars  See all reviews (264 customer reviews)

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Book Description

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.



Editorial Reviews

From Library Journal

Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare , LJ 10/15/85; Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up Marketing , McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. It will be requested by readers of the authors' earlier titles.
- William W. Sannwald, San Diego P.L.
Copyright 1993 Reed Business Information, Inc.

About the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.



Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.


Product Details

  • File Size: 740 KB
  • Print Length: 143 pages
  • Publisher: HarperCollins e-books (October 13, 2009)
  • Sold by: HarperCollins Publishers
  • Language: English
  • ISBN-10: 0887306667
  • ISBN-13: 978-0887306662
  • ASIN: B000FC10HA
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #20,569 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.3 out of 5 stars
(264)
4.3 out of 5 stars
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Most Helpful Customer Reviews
181 of 189 people found the following review helpful
Format:Paperback
After 10 years, this still remains a classic work in the marketing field, and perhaps a must-read for anyone in business. And no, unlike many reviewers I do not believe that Ries and Trout have ever managed to redo the glory of this book in their Laws of Branding, Laws of Internet Branding etc.
Don't expect an excruciating marketing treatise with elaborate case studies and What-If scenarios. Expect instead 22 capsules of business wisdom, or "laws" of common sense marketing with some brilliant examples from the real world to prove them. In this, the book excels and is to date the briefest and best argued work I have come across.
However, given the passion with which some reviewers comment about this book I am inclined to offer a caveat -- please don't base your career around it. Although I love thin, in-your-face books such as this (great reading, great examples to bounce off) they also have a fundamental flaw: the fact that they attempt to shove "laws" on to the ever-morphing scaffold of the business of marketing that does not lend itself easily to codification, much less of an "immutable" nature.
It would be a cinch to come up with examples that go against each law in the book if you really wanted.
For instance,
(1) Law of Leadership (better to be first than to be best) can be argued against with the theory of disruptions and how first-mover advantages do not always materialize. Why is WebCrawler not more popular than Google? Because Google is (way) better.
(2) The Law of Sacrifice (that talks about focus, as do a couple of other similar if not redundant laws, including, well, the Law of Focus) would not hold much fizz in the case of many very successful conglomerates, especially in Asian countries.
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86 of 88 people found the following review helpful
By A Customer
Format:Paperback
Trout and Ries are two of the most far-thinking individuals extant in the world of marketing. However, to get the most out of their later works (and, as well as this book, I highly recommend "The 22 Immutable Laws of BRANDING" by Ries and his wife), it is best to read them in the sequence in which they were written. If you don't understand "positioning" you may very well not follow the analytical process which continues with these "sequels", as evidenced by some of the negative comments from readers. First, one has to differentiate the process of "marketing" by which is meant the bringing to market, or distribution, of a product or service, and "marketing" by which is meant promotion and advertising. Microsoft and USA Today are not successful because of their advertising or promotions, but because of the manner in which their products are distributed. What these books deal with is how companies promote themselves, not distribution channels which which create an advantage in a given industry. The books deal with the establishment of an identity, a position, which will be good for years to come, not with campaigns which may increase sales in a given quarter. Why these books are so important is because, if one doesn't understand the basic concept of positioning, and the rules which logically follow it, one could easily create campaigns (or develop products to be promoted under a brand name)which actually harm or destroy the company's position in the mind of the consumer. Books by Trout and Ries should not only be required reading for those in promotion/advertising, but for all executives.
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72 of 76 people found the following review helpful
5.0 out of 5 stars The handbook of essential marketing ideas. October 5, 2000
Format:Paperback
This book was required reading in one of my all-time favorite university classes, entrepreneurship. That was my first contact with the 22 Laws, and I have never been sorry. Not only has the knowledge come in useful as I try to market my own small service business, but I can see how other companies have applied (or ignored) the Laws, and what the outcome has been.
THE GOOD: 1) Rather than reading like a textbook, this clever work is more like a small handbook of essential marketing ideas. Its 132 pages are divided up into 22 very readable chapters of about 4-5 pages each. It is very easy to take in a chapter at any time and still learn an invaluable lesson about some aspect of catching your prospect's eye. 2) After each chapter I found myself really thinking about the concept, and trying to figure out how I could apply it to my situation. The chapters have enough great information that they really can be considered little packets of motivation. And who doesn't want more motivation to go and make his or her product (or service) even better? 3) Scattered throughout the book are some really great and inspiring examples of companies that have used the 22 Laws to their advantage. The chapter on the Law of Candor explains how Avis effectively played off of its campaign that it was the number 2 rental car company. The Law of Focus talks about how FedEx succeeded by focusing on small packages and overnight delivery. The Law of the Mind shows how Apple computers beat out the Altair 8800 in the late 70's.
THE BAD: I thoroughly enjoyed this book, but I can see some areas that other people may not find too attractive. For example, 1) There are no specifics about how to apply each law to your situation, or even how to go about applying it.
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Most Recent Customer Reviews
5.0 out of 5 stars Five Stars
Such a simple but profound read! Extremely helpful.
Published 1 day ago by David
5.0 out of 5 stars Five Stars
One of the best marketing books. It does't matter when you read it ... this book is timeless
Published 5 days ago by Alexander
4.0 out of 5 stars Apple broke 4 or 5 of these laws, but still great
The book is out-dated (1987), which shows some the books issues because Apple broke several of the laws in their success & a lot of examples of leading companies from the book... Read more
Published 9 days ago by Christopher Parsons
5.0 out of 5 stars Great book!
This is a great book! Easy to read and digest. I do further research of the quick case studies mentioned in the chapters and learned so much more. Read more
Published 12 days ago by ac_360
5.0 out of 5 stars Outstanding book on positioning
If you like their book, positioning, this is a great accompaniment to it. There's a lot of great information in there... Read more
Published 14 days ago by Matthew Coast
5.0 out of 5 stars A must read
A really good read, valuable information. This book is a short read, but was very helpful. One thing that I enjoyed reading in this book was chapter 2. Read more
Published 14 days ago by Michael McCullough
5.0 out of 5 stars Five Stars
Awesome book! Anyone in business in any capacity should have it on their shelf.
Published 16 days ago by Doug
5.0 out of 5 stars Recommended!
Lots of valuable insight in this book. Recommended!
Published 21 days ago by Han Seok Ko
5.0 out of 5 stars Such a good marketing book
I loved this book. It was even better than Positioning. Any entrepreneur trying to figure things out should read this.
Published 26 days ago by Cc heat
5.0 out of 5 stars This book is awesome. It is easy to relate to and you ...
This book is awesome. It is easy to relate to and you find it easy to relate it to present day and advertisement in the past.
Published 1 month ago by Carlotta
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