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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk [Paperback]

Al Ries
4.0 out of 5 stars  See all reviews (75 customer reviews)
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Book Description

March 24 1994
Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.

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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: How to Build a Product or Service into a World-Class Brand
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Product Description

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 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.



Customer Reviews

Most helpful customer reviews
2 of 2 people found the following review helpful
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
3.0 out of 5 stars Recycled Material 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
2.0 out of 5 stars Law 23: There Are No Immutable Laws Of Marketing 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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5.0 out of 5 stars Great book with take away messages March 24 2014
By San
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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3.0 out of 5 stars Satisfactory 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
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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Most recent customer reviews
4.0 out of 5 stars It's alright
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
4.0 out of 5 stars A QUICK READ AND A GOOD REFERENCE
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 more
Published on Sept. 5 2003
5.0 out of 5 stars 'Violate these rules at your own risk!'
A reader of this book said that 'the first law of successful marketing is to read and understand this book'. Read more
Published on May 13 2003 by Irina Iacobescu
3.0 out of 5 stars true grit : marketing conceptuals w/ tooth
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 more
Published on April 17 2003 by lou suSi
2.0 out of 5 stars OUTDATED!!
The basic principles in this book may or may not be valid. It's hard to tell, because most of the examples given are no longer valid. Read more
Published on April 8 2003 by RMurray847
3.0 out of 5 stars Concise but Lacking Substance
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is a concise listing of marketing tenets. It proves to be a valuable read that, in some cases, is a bit too simplistic. Read more
Published on March 12 2003 by P. Scott Pope
5.0 out of 5 stars first and best book i have read on marketing
from novice to experts - a must read
Published on Jan. 6 2003 by Anil Kappa
5.0 out of 5 stars I thought this was a Fantastic Book
Al and Jack have a brisk, quick writing style that pumps their great, fresh ideas into your mind.
Published on Jan. 2 2003 by Sher
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