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22 Immutable Laws of Marketing Audio Cassette – Audiobook, 1 Mar 1993


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Audio Cassette, Audiobook, 1 Mar 1993
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Product details

  • Audio Cassette
  • Publisher: HarperCollins Publishers (Australia) Pty Ltd (1 Mar. 1993)
  • Language: English
  • ISBN-10: 1559947608
  • ISBN-13: 978-1559947602
  • Product Dimensions: 2.5 x 11.4 x 18.4 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Bestsellers Rank: 5,343,875 in Books (See Top 100 in Books)

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Product Description

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.

--This text refers to an out of print or unavailable edition of this title.

About the Author

Jack Trout runs a marketing consulting firm in Greenwich, Connecticut with Al Ries. They are the authors of the bestsellers Positioning, Marketing Warfare, Bottom-Up Marketing and Focus. --This text refers to the Paperback edition.

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10 of 10 people found the following review helpful By C. C. Brown on 19 Feb. 2006
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.
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6 of 6 people found the following review helpful By "kiwifruit68" on 24 Nov. 2004
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.
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2 of 2 people found the following review helpful By A Customer on 10 July 2000
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.
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By Martin Turner HALL OF FAMETOP 100 REVIEWERVINE VOICE on 25 Feb. 2008
Format: Paperback Verified Purchase
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.

The 22 laws is in many ways superb, but it could be criticised on three counts
First, it seems quite opinionated. Who is Ries to say that things are this way and not another way? Interestingly, basic books on marketing will cut the cake both ways, saying 'you can do this, or you can do that...'. Top marketing books, though, written by the gurus that people in the know want to hear from, are much more in agreement. What Ries is saying may not be original, but it fairly represents the balance of opinion at the top table.
Second, the book is quite dated. It was written in 1994, and, in many ways, we're in a different world now. On the other hand, this is no bad thing: you can look at the brands that Ries said would not prosper unless they changed their marketing, and compare them with what did prosper. Eight times out of ten Ries was right. The other two times fit perfectly with his law of unpredictability.
Third, the book is actually pretty much the same as the 22 Immutable Laws of Branding, by the same author. I've got both books, and I don't begrudge Al Ries the money. The emphasis is a little different, and the one reinforces the other.

Ultimately, marketing is about distilling a distinctive promise to the consumer and then promoting it aggressively. This book is mainly about the distinctive promise and its distillation. It talks about the kinds of campaigns that this leads to, but it isn't a how-to book for doing your first city-wide outdoor advertising campaign. There are lots of other books out there that do that -- but, be warned: many of them fall into the frequent traps that Ries warns us about.

For my money, this is a book well worth heeding.
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1 of 1 people found the following review helpful By A Customer on 18 Mar. 2000
Format: Paperback Verified Purchase
First published in 1993 this book is now a bit dated, but still a thought provoking and easy read. I don't agree with all they say - particularly caveats on line extensions - so would not recommend marketing beginners to swallow it hook line and sinker. But there's gold in there, and it's delightfully jargon-free.
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Format: Paperback
Of all the thousands of books on business and marketing I have read over the years - This is still my favourite.

It's the most helpful book anyone starting a new business can read, it seems the secret to success for small and medium businesses IS FOCUS. What a brilliant idea, so many business-people start up and try to grow their business immediately by diversifying into everything and anything and adding new products and services. They, naively, believe that's how you grow a business to build the big company they dream of. - Misguided people. Whatever you think, think the opposite, and this book will teach you how to do exactly that. Grow a company by doing the exact opposite of line extension - FOCUS.
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Format: Paperback Verified Purchase
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. They explain marketing in a simple way and don't over theorise. You can still pick up some marketing gems even if you have been marketing for years. I agree with one reviewer who said marketing is "not an exact sicence" because it relies on the human mind and emotion so much. Something which is very important and is explored in The Brighter Marketing Bible for Small Businesses. If you really want to find out more about marketing but don't have much time the 22 Immutable Laws of marketing is a good read.
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