- Paperback: 160 pages
- Publisher: HarperCollins (24 Oct 1994)
- Language English
- ISBN-10: 0006383459
- ISBN-13: 978-0006383451
- Product Dimensions: 19.2 x 13 x 1.2 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (17 customer reviews)
-
Amazon Bestsellers Rank:
466,176 in Books (See Top 100 in Books)
- #38 in Books > Business, Finance & Law > Sales & Marketing > Industrial
| ||||||||||||||||||||||||||||||||||||
Did you know you can trade in your old books for an Amazon.co.uk Gift Card to spend on the things you want? Plus, get an extra £5 Gift Certificate when you trade in books worth £10 or more before June 30, 2012. Visit the Books Trade-In Store for more details. |
Product details |
More About the Authors
Discover books, learn about writers, and more.
Product Description
Product Description
Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. Presented with irreverant but honest insights, their advice often flies in the face of conventional but not always successful wisdom. They explore marketing campaigns that have succeeded and those that have failed, why good ideas never lived up to expectations, and offer their own ideas on what would have worked better.
From the Back Cover
Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over forty years of marketing expertise to identify the definitive roles that govern the world of marketing.
Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. With irreverent but honest insights, and often flying the face of conventional, but not always successful wisdom, they give us:
THE LAW OF CANDOUR
be honest with your audience, point out the negatives, and improve your credibility
THE LAW OF LINE EXTENSION
don't try to be all things to all people; companies that over-extend themselves consistently lose market share
THE LAW OF THE LADDER
the battle isn't lost if you fail to be No. 1
The real-life examples, common-sense suggestions and killer instincts contained in 'The 22 Immutable Laws of Marketing' are nothing less than the rules by which companies will flourish or fail.
Inside This Book
(Learn More)
Browse and search another edition of this book.
Browse and search another edition of this book.
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
Most Helpful Customer Reviews
8 of 8 people found the following review helpful
Format:Paperback
Even Einstein said "if you can't explain it simply, then you don't understand it". This book is the simplest explaination of what really matters in marketing and while you can read the most complex detailed marketing texts in the world, if you read this book in 30minutes you know most of what you need to know. If you are in marketing, this book is invaluable - if you ever need to present to a non-marketing audience, your presentation is already written for you, or better still give copies of it to your team or your colleagues. If you are not in marketing, read this book for invaluable and straight to the point insight.
4 of 4 people found the following review helpful
Format:Paperback
I found this book very interesting and really easy to read, but the examples need updating. Things have changed a bit in the last 11 years (this book was written in 1993) and reading things like "Microsoft is the leader in personal computer operating systems, but it trails the leaders in each of the following major categories: spreadsheets (Lotus), word processing (WordPerfect) and business graphics (Harvard graphics)" can't fail to put a smile on your face. I think that the laws still hold true though. One more thing: the book has been written by Americans for Americans and certain brands mentioned in it are not well known in Europe, if at all. It's still worth reading, in my opinion.
2 of 2 people found the following review helpful
Format:Paperback
And I have read a lot!
If you only ever read one marketing book, make it this one. This book is excellent in the way it details the foundations of marketing in one easy to read and fun experience.
My only criticism is that the authors might have put the case forward for when "line extension", an obvious pet hate of the authors, can and does work.
I have a copy of this book at home and at work and always think of the 22 laws when looking at new products or business ideas.
Would you like to see more reviews about this item?
Were these reviews helpful?
Let us know
Most Recent Customer Reviews
Common sense wisdom
Some real common sense. I always wondered if those are real names. But it seems so.
just because it is common sense doesn't mean it is worth writing down. Read more
just because it is common sense doesn't mean it is worth writing down. Read more
Published 7 months ago by Peter W. Burden
Marketing for every one
This is a great book that sets down fundamental rules for any one and every one looking to clarify and present an idea to the market.
Published 7 months ago by Marc
I've read thousands..this is still my #1
Of all the thousands of books on business and marketing I have read over the years - This is still my favourite. Read more
Published 16 months ago by D. Morell
a revolution in marketing thinking
I have read this books many times and i am styding it carefully because gave me a great help in my bysiness and my career. Read more
Published on 1 Nov 2009 by Stilianos Mataragkas
Good - but similar to 22 laws of branding
I read this book because I had read their other book the 22 Imutable Laws of Branding and whilst there are some similarities, there is still some good stuff in here. Read more
Published on 23 Dec 2008 by Joanne Morley
The Business
This book is quite old - ten years - but that only shows how right they got it then. I know nothing about marketing but reading this book made me see where I've gone wrong so many... Read more
Published on 21 April 2008 by S. Rayner
Superb - albeit the same as the 22 Immutable laws of branding
Twenty years ago I knew hundreds of things about marketing. Now I know just a few things. Almost all of them are in this book, and the authors crystallise them excellently. Read more
Published on 25 Feb 2008 by Martin Turner
Trout and Ries write the laws on marketing
Using actual examples and sharp analysis, Al Ries and Jack Trout offer 22 "laws" that amount to a basic, concise distillation of their marketing experience and wisdom. Read more
Published on 27 Sep 2007 by Rolf Dobelli
excellent
A timeless classic: the Laws still apply as powerfully as when the book was first written. Highly complementary is their Law of Branding book, which is equally indispensable. Read more
Published on 14 Feb 2007 by patrea
Common Sense is What Marketing is All About
This book is very simple and easy to read and very clearly lists 22 laws which have made many brands successful in this past century. Read more
Published on 14 July 2000
Listmania!
|
|
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
