- Hardcover: 128 pages
- Publisher: HarperBusiness; First Edition edition (Jan 1993)
- Language English
- ISBN-10: 088730592X
- ISBN-13: 978-0887305924
- Product Dimensions: 21.1 x 14.5 x 2 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (17 customer reviews)
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Amazon Bestsellers Rank:
677,617 in Books (See Top 100 in Books)
- #61 in Books > Business, Finance & Law > Sales & Marketing > Industrial
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Product Description
Synopsis
Two marketing strategists critique marketing campaigns that have succeeded an add their own axioms for marketing success.
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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.
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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
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