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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk Paperback – Mar 24 1994


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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk + Positioning: The Battle for Your Mind + The 22 Immutable Laws of Branding
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Product Details

  • Paperback: 160 pages
  • Publisher: Harper Business (March 24 1994)
  • Language: English
  • ISBN-10: 0887306667
  • ISBN-13: 978-0887306662
  • Product Dimensions: 20.6 x 13.5 x 1 cm
  • Shipping Weight: 136 g
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (75 customer reviews)
  • Amazon Bestsellers Rank: #34,790 in Books (See Top 100 in Books)

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2 of 2 people found the following review helpful By Shashank Tripathi on May 6 2003
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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1 of 1 people found the following review helpful By Adam F. Jewell on Aug. 20 2001
Format: Paperback
If you haven't yet read anything by Ries and Trout, this could be a five star book. In and of itself, it's a solid book, chock full of uncommon, common sense marketing approaches.
If, on the other hand you've read "Positioning" or "Focus" (Both Superb!) you will have just purchased that which you already have. Reading something by Reis/Trout is an absolute must; they are simply brilliant when it comes to defining, and illustrating, and writing about critical marketing principles.
If you've got the time, read "Positioning" and "Focus". If you'd prefer a Cliffs Notes of those two, "The 22 Immutable Laws of Marketing" will fit the bill.
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3 of 4 people found the following review helpful By Amazon Customer on Aug. 20 2003
Format: Paperback
If calling any business rule-of-thumb a "law" is a recipe for disaster, claiming it is "immutable" is the proverbial fuse. In "The 22 Immutable Laws of Marketing", authors Al Ries and Jack Trout liken successful marketing to a set of "How To's" or "Tips & Tricks". Adding to the somewhat sketchy structure, the authors (wrongly) predict the demise of many organizations - now successful - that have disregarded their advice. And too often, laws are created as exceptions to those already established, exculpating the authors from any contrary opinion. This is a law, except when... or, unless you... is unacceptable.
Consider the claim that there exists "ominous signs of softness in Microsoft's strategy" for pursuing market share in major software applications categories external to the operating system. At the time of their writing, Ries and Trout point to Microsoft's failure to wrestle the spreadsheet and word processing markets from leaders Lotus and WordPerfect (an example of the Law of Line Extension). Or, consider that "USA Today is the first national newspaper, but it is unlikely to succeed". Time has indeed been cruel to the prophecies of Ries and Trout.
Criticism aside, many good ideas are presented throughout the text, however, at an average of only 6 pages per chapter, few get the recognition they deserve. The Law of Focus (read: positioning) is good advice whereby a firm should own a particular word or phrase in the mind of a customer. But, it would follow that extending a product line to include different items not captured under the firm's "buzz word" could be detrimental to either the new product or the whole firm. Yet, we see Microsoft as a modern-day example to the contrary (and, of course, Microsoft has no catchy buzz word anyway).
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Format: Paperback Verified Purchase
This is one of the few books that gives me the feeling that I learned a lot after finished reading them. It is well worth your money.
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By sushma bajaj on April 20 2013
Format: Paperback Verified Purchase
I got what I paid for, they were used books. One does not want to pay for express for something not of urgent nature.
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2 of 2 people found the following review helpful By Tsang Wing Nga Kimmie on Oct. 22 2003
Format: Paperback
In general, the book is easy to read, each law is precise and illustrate with many examples that we are familiar with. Therefore anyone who didn¡¦t studying marketing can also understand.
I learned so much from these 22 laws. For instance, it is better to be the first then it is to be better. It is because the first one always becomes generic name of that category and becomes the leading brand. As a result the prospects can easily recall you since yours product or service almost always the first brand into their mind. And that is the author say ¡§Marketing is a battle of perceptions, not products¡¨.
If anyone who wants to explore more about marketing, I highly recommend reading this book and I am sure you can gain a lot of insight from it.
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