Customer Review

6 of 6 people found the following review helpful
3.0 out of 5 stars Needs to be updated, 24 Nov. 2004
This review is from: 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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Showing 1-2 of 2 posts in this discussion
Initial post: 23 Oct 2011 15:58:31 BDT
Jeff says:
Minor points imo. It's not relevant that microsoft are now the leader in office tools and it applies imo to all business. People are people. If anything the examples being old make it far more interesting because you can actually look and see how things have changed and try to understand why from the perspective of the 22 laws.

In reply to an earlier post on 18 Dec 2012 20:39:27 GMT
S. Morris says:
But taking the Excel example it disproves the first law which states that people remember the leaders but not the followers.
I remember Lotus 1-2-3 but I'm sure that many of the younger generation have never heard of it.
That example shows that followers will often surpass the leaders because the leaders set the goal posts.
Hoover and Dyson would be another good example.
I suppose the whole concept is a little like a horse in a race. The early leader is seldom the one to cross the line first.
I think that the book is useful but from the reverse perspective of intended in that you can see where history has rendered the theories incorrect and that in itself is a sound lesson in marketing.
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