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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! Paperback – April 27, 1994
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From Library Journal
- William W. Sannwald, San Diego P.L.
Copyright 1993 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
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.
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Top Customer Reviews
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.
(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.Read more ›
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.Read more ›
Most Recent Customer Reviews
Valuable reading and recommendations for starting up my small businessPublished 2 days ago by Pkripper
The 22 laws may still apply to marketing but the content of this book is extremely outdated. It has not been updated since 1993 and it shows. Read morePublished 8 days ago by J. Krutsch
A very easy read. The information is good and definitely got me thinking about my advertising in a different light.Published 11 days ago by Jeff Carlson
This tiny book was one of my favorite books in grad school. It had been a requirement for one of my classes, but I continued to use it for sources and such when I did papers. Mr. Read morePublished 25 days ago by Bboop41
Every marketing person should read this short, tell it like it is book..... Highly recommended for business people at all levelsPublished 25 days ago by Nicholas Martin
Breaks down the laws of Mktg and gives great examples... Very easy read to understandPublished 26 days ago by Amazon Customer