Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
+ $3.99 shipping
+ $4.49 shipping
+ $3.99 shipping
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! Paperback – April 27, 1994
|New from||Used from|
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Frequently bought together
Customers who bought this item also bought
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. --This text refers to the Audio CD edition.
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.
If you buy a new print edition of this book (or purchased one in the past), you can buy the Kindle edition for only $2.99 (Save 75%). Print edition purchase must be sold by Amazon. Learn more.
For thousands of qualifying books, your past, present, and future print-edition purchases now lets you buy the Kindle edition for $2.99 or less. (Textbooks available for $9.99 or less.)
Top customer reviews
Marketing veterans Al Ries and Jack Trout give us the benefit of their many learnings from their long 30+ years careers. Al and Jack met while working in the marketing department at GE in the 1960s, and quickly became partners consulting for many top Fortune 500 and Fortune 100 companies. Their consulting jobs have taken them across the globe to work in new emerging markets, evolving markets and in the ever-changing global market.
Al and Jack propose that the marketing world is governed by 22 laws that they based on their experience. They suggest that these laws can benefit any brand as long as they are honest in their assessment of their current situation and they are willing to let go of their biases and misguided ideas. I believe that by utilizing these rules, any marketing professional and company can maximize their marketing budgets and assist their companies to increase sales.
There are times in this book where the authors explain what a company should've done or could do in a situation to get the upper hand. I really enjoy these parts. At least for me it gives a glimpse of how the 'big boys' play
1 star highlight limit! I went through this book on my kindle and highlighted lightly but in the end was only able to access a third of my clippings. Very annoying
And no wonder: This little book is bursting at the spine with powerful, actionable marketing insights.
Take for example Law #4: The Law of Perception.
This law states that "Marketing is not a battle of products, it's a battle of perception." The treatment given to this law - complete with real world examples and strategies for implementing it in your own business - is worth the book's asking price all on its own.
That Ries and Trout offer so many additional marketing "bon mots" to go along with this one only increases the book's value.
Throughout "22 Laws" Ries and Trout challenge commonly held marketing beliefs. They tackle - mercilessly but with a good dose of humor - such sacred cows as line extension, leadership, and - gasp! -- admitting product negatives.
You'll be engaged from one page to the next.
And at just under 150 pages, "22 Laws" is a quick read. Work your way through the book over your morning cup of coffee and start implementing what you've learned after lunch.
Do I have any complaints?
Well, as some other readers have mentioned a fair few of the laws do seem to overlap considerably with others. This wasn't a problem for me. I felt like even those laws that were treading familiar ground offered up enough nuance to justify their inclusion.
My biggest gripe isn't really even the book's fault.
Like all books, "The 22 Immutable Laws of Marketing" is a product of its time. Written nearly two decades ago this poses certain problems for today's reader.
In terms of human behavior, twenty years is nothing. Folks are still looking to products to satisfy their needs for validation, excitement, security - whatever. And the savvy marketer is going to take full advantage of this.
What has changed - and changed dramatically - since 1994 is our available technology.
Ries and Trout couldn't have possibly envisioned the growth of the Internet and the impact it would have on the global marketplace.
As a result, certain laws such as Law #22: The Law of Resources are challenged to the point of irrelevance.
The Law of Resources states that "Without adequate funding an idea won't get off the ground." This is okay in so far as it applies to major companies. If I'm planning to take on Apple in the smartphone market, yes, my coffers had better be plenty deep.
However, in this era of e-commerce, digital distrobution, and social media - to name but a few channels - products can be launched for relatively little. Shoestring budget? Shoestrings have never stretched so far.
More bothersome is Ries and Trout's assertion that "You'll get farther with a mediocre idea and a million dollars than with a great idea."
Thankfully, the advent of the Internet - and Web 2.0 in particular - ensures that this statement is now resoundingly false. Do plenty of crummy products still dominate the market thanks to big budget ad campaings? Absolutely. (I'm looking at you Justin Bieber.)
But it's also never been easier for a product to command market share on its merit alone. If your product is truly special there are all sorts of ways to harness the power of blogs, social media, Amazon reviews, et al to build a receptive audience.
On the other hand, if you release a turd to the market, well, prepare to have folks make a stink about it ... and that's going to cost you.
We the people are the new kingmakers; not the mavens of Madison Avenue.
Even with this caveat on the table, I highly recommend "The 22 Immutable Laws of Marketing". While I believe "immutable" is stretching it - for some laws more than others - there's more than enough insight on offer in this little book to justify a purchase and close reading.
I look forward to revisiting this book throughout my sales and marketing career.
however, some of the law is too generic while sone others is basicly an anti-law for others.
it still very usefull though. A good read in one seating. Highly recommended.
Some of the references to technology companies date the book a little, which actually make it a little more fun to read. The time that has past gives us an opportunity to evaluate the accuracy of the author's predictions about the success of companies' strategies. I think Microsoft did better than he thought they would.