Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules 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. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.
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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.
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Most Helpful Customer Reviews
10 of 10 people found the following review helpful
By C. C. Brown
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
By A Customer
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
3.0 out of 5 stars
nothing special here
Brief 22 point Do's and Don't of marketing. Nothing earth shattering here or anything I didn't know before. Read more
Published 3 days ago by AM
5.0 out of 5 stars
Highly recommended for anybody starting a business
Numerous business leaders have recommended this book as the bible of marketing. I am part of the 2013 New Entrepreneurs Foundation and have been recommended this book over and... Read more
Published 1 month ago by shelly
5.0 out of 5 stars
One of the most practical marketing books on the market
I have a master's degree in marketing and I have see a few books on the subject. However, this is one of the few books that I actually am using in practice.
Published 1 month ago by qyunusov
4.0 out of 5 stars
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 19 months ago by Peter W. Burden
5.0 out of 5 stars
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 19 months ago by Marc
5.0 out of 5 stars
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 on 30 Jan 2011 by D. Morell
5.0 out of 5 stars
Awesome book - must read for any one interested in marketing
Short and simple. Basic concepts but just great to have them all in one place as a reminder of what is important. Read more
Published on 1 Dec 2010 by Luke Nolan
5.0 out of 5 stars
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
4.0 out of 5 stars
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
5.0 out of 5 stars
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
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