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.
Al Ries and his daughter and partner, Laura Ries, are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and, most recently, The Fall of Advertising & the Rise of PR, which was a Wall Street Journal and BusinessWeek bestseller.
An absolute gem of a read. Own a business? Buy it. Every chapter on point, and a quick /easy readPublished 25 days ago by kris fortner
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.Published 17 months ago by San
I got what I paid for, they were used books. One does not want to pay for express for something not of urgent nature.Published on April 20 2013 by sushma bajaj
A little bit short, but it's still a good book about marketing. It is definitively not the only book you will ever need to be good at marketing.Published on Nov. 8 2011 by Marc Mercier
The perfect companion volume to The 22 Immutable Laws of Branding. However, I found the laws of marketing to overlap somewhat with the laws of branding. Read morePublished on Sept. 5 2003
If calling any business rule-of-thumb a "law" is a recipe for disaster, claiming it is "immutable" is the proverbial fuse. Read morePublished on Aug. 20 2003 by Amazon Customer
This is my very first marketing book. I am a graphic designer & from an artistic &/or plain old 'reading' perspective I would have never picked up such a book - but it was... Read morePublished on April 17 2003 by lou suSi