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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! Paperback – April 27, 1994

by Al Ries (Author), Jack Trout (Author)

391 customer reviews

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There are laws of nature, so why shouldn't there be laws of marketing?

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

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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. --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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Product details

Paperback: 143 pages
Publisher: HarperBusiness; First Paperback Edition edition (April 27, 1994)
Language: English
ISBN-10: 0887306667
ISBN-13: 978-0887306662
Product Dimensions: 5.3 x 0.4 x 8 inches
Shipping Weight: 4.8 ounces (View shipping rates and policies)
Average Customer Review: 4.4 out of 5 stars See all reviews (391 customer reviews)
Amazon Best Sellers Rank: #8,996 in Books (See Top 100 in Books)
- #3 in Books > Business & Money > International > Global Marketing
- #3 in Books > Business & Money > Marketing & Sales > Marketing > Industrial
- #15 in Books > Business & Money > Marketing & Sales > Advertising

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Customer Reviews

391

4.4 out of 5 stars

5 star		61%
4 star		24%
3 star		7%
2 star		3%
1 star		5%

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Top Customer Reviews

Requires 'time' translation. Thought provoking

ByTravis D Wrighton March 12, 2016

Format: Kindle EditionVerified Purchase

There are a few major points to make, but I'll keep it brief.

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.

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Outstanding book on positioning

ByMatthew C.on May 14, 2015

Format: PaperbackVerified Purchase

If you like their book, positioning, this is a great accompaniment to it. There's a lot of great information in there... although, there's still one thing that's confusing to me that it talked about in the other book and made no more clear in this one... that's what they mean exactly by line extension.

They took an entire chapter to dissuade you from line extensions and then talked about a company which is the top in its market with a line extension product they have... When is something a line extension and when is something not a line extension? And when is it okay to have line extensions which increase your income and when do line extensions hurt you?

Other than that, it's an excellent book. Convinced me to reposition myself in the market. And the impact of that has already been huge.

0Comment 5 people found this helpful. Was this review helpful to you?YesNo

Better for national advertisers, still a great read

ByAndrew Smithon March 3, 2017

Format: PaperbackVerified Purchase

Although I believe this book better serves marketers at the national level, it's awesome to see how they battle for a spot in the prospect's mind.

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

0Comment One person found this helpful. Was this review helpful to you?YesNo

Usual Fabulous insights from the Authors

Bytrojan1976on June 9, 2016

Format: PaperbackVerified Purchase

This book is sensational. Compact and crammed with salient philosophy. The scenarios they present make obsolete conventional marketing.
Just today I read an article in WSJ that said Chevrolet truck sales are down, and they are taking shots at the leader, Ford's F-150. They used a "nifty" ad that shows concrete being dumped in each trucks bed. Silverado had barely scratched paint and a few dents, but 150 had holes punched through the floor. Conventional marketing. Completely useless!

You can't change peoples minds... just about every dude I know ( and me) considers F-150 the best. It's the perception that counts. It wouldn't matter if the Silverado was better. Ford scoffed at the marketing "stunt" as well they should. 150 will stay the leader indefinitely. Why didn't Chevrolet's marketing people read this book? They could have saved a whole bunch of money by not doing this campaign.

Parts of this book are so brilliant, and dense, that I found myself reading certain paragraphs several times to really grasp the concepts. I have several of the author's books, they are all excellent. The only flaw is that this book is 30 years old, so some predictions of certain businesses' prospects didn't come true. Did you ever try to change a woman's mind? Right. That's the rub. Once people think of a product or service as best, it is very difficult to change their minds down the road.

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Very weak.

ByNettleson October 27, 2015

Format: PaperbackVerified Purchase

Eh. Not worth the money. An easy, yet hardly revelatory read. The author constantly jumps to broad, sweeping conclusions based on very narrow data sets, usually regarding some of the higher-profile, historical successes and failures of large businesses, primarily in the US. These successes and failures are always singularly attributed to marketing, rather than other factors (or a confluence of factors), which one might better understand if this were a more intelligent and exhaustive analysis of each company's environmental and economic circumstance. If you like this book, I suggest finding something to read that will help you improve your critical thinking skills.

0Comment 2 people found this helpful. Was this review helpful to you?YesNo

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Most Recent Customer Reviews

Wow

Makes perfect sense. If you consider history and big brands frantic moves to try to come out on top only to dwindle away and revert back to the immutable laws or face bankruptcy,...Read more

Published 1 month ago by Jamar Jackson

Five Stars

Good learning when you don't have a clue.

This book provided good learning on market strategies that I had no clue about. And it all made sense. Now it's time to apply learning.Read more

Published 1 month ago by Grandma

Too much conjecture

It was hard to follow the "laws" with the overuse of hypothetical examples: things companies *could* have done or *should* have done that *would* have made them more...Read more

Published 1 month ago by movingwordsandimages

One Star

Sucks. Too straight forward Read more

Published 1 month ago by omar

Simple and direct to the point

i like the fact that the 22 laws cover all area of marketing. It also act like a milestone or indicator to let us aware of our marketing strategy.Read more

Published 1 month ago by Robotys

Useful, but starting to feel dated with examples.

This was a valuable tool to have when developing marketing strategies.Read more

Published 1 month ago by Amazon Customer

Great Principles!

Great guide for new and seasoned marketing professionals!Read more

Published 2 months ago by Amazon Customer

Great book - Better understanding of marketing

I really enjoyed this book. Has tons of valuable information that you can apply or avoid in your business. Defiantely recommend.Read more

Published 2 months ago by Amazon Customer

A marketing manual for startups and established businesses alike

Whether looking to start a new business, or refocusing an existing one.. this is a must-read book to have in your toolkit.Read more

Published 2 months ago by Jayk

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