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The 22 Immutable Laws Of Marketing (Paperback)

by Al Ries (Author), Jack Trout (Author)

4.4 out of 5 stars See all reviews (14 customer reviews)

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Product details

Paperback: 160 pages
Publisher: Profile Business (24 Oct 1994)
Language English
ISBN-10: 1861976100
ISBN-13: 978-1861976109
Product Dimensions: 19.3 x 12.7 x 1.3 cm

Average Customer Review: 4.4 out of 5 stars See all reviews (14 customer reviews)

Amazon.co.uk Sales Rank: 40,188 in Books (See Bestsellers in Books)

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Product Description

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.

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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Customer Reviews

14 Reviews

5 star:		(8)
4 star:		(3)
3 star:		(3)
2 star:		(0)
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Average Customer Review

4.4 out of 5 stars (14 customer reviews)

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Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars If you only ever read one book on marketing. Read this one, 19 Feb 2006

By	C. C. Brown (Worksop, UK) - See all my reviews (REAL NAME)

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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2 of 2 people found the following review helpful:

3.0 out of 5 stars Needs to be updated, 24 Nov 2004

By	"kiwifruit68" - See all my reviews

This review is from: The 22 Immutable Laws of Marketing (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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1 of 1 people found the following review helpful:

5.0 out of 5 stars The best book on marketing I have ever read., 10 Jul 2000

By A Customer

This review is from: The 22 Immutable Laws of Marketing (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

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 1 month ago 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 11 months ago 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... Read more

Published 19 months ago by S. Rayner

5.0 out of 5 stars 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 21 months ago by Martin Turner

4.0 out of 5 stars 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

5.0 out of 5 stars 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

5.0 out of 5 stars 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 Jul 2000

3.0 out of 5 stars Very dated and generic. If only Marketing were that easy!
Dated although an easy read. Unfortunately it doesn't give you the why's, wherefore's and know-how to do much about marketing, and quite honestly the 22 laws are common sense... Read more

Published on 6 Jul 2000

3.0 out of 5 stars A bit dated but still a thought provoking and easy read
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... Read more

Published on 18 Mar 2000

5.0 out of 5 stars Very good as a first read
I had to read this book as part of my summer reading for university. I found the book a useful guide to marketing, The book is written in an easy to understand format and is very... Read more

Published on 25 Nov 1999

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