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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
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 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
1. It was writing about 25 yrs ago, pre-Internet. They products are both sold and marketed has changed, so you'll have to first understand his book within the written time period. Next you can then try to understand the laws as they would be applied today.
Example: Law of Line Extension says that you shouldn't use same brand name as you extend product line. However, Apple is a counter example. Then again Costco has a sub-brand 'Kirkland' that is very successful. I'm not doubting the rule but it seems it may be conditional.
2. The authors give examples and predictions that, with the view we have now in the future, don't play out how they expected. I think they predicted MCI to overtake AT&T as the top long distance phone company.
So, just rely on your judgement as you read through the laws and really try to test (evaluate) them in the current environment.
This book was recommended by many authors and podcasts I follow so that's what brought me to it. However, I now think there may have been a generation positively influenced by it 20 years ago that have since passed it down to the next generation of marketers/entrepreneurs.
Nota bad book though. Read it.
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
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