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22 Immutable Laws of Marketing Paperback – 24 Oct 1994

4.4 out of 5 stars 39 customer reviews

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Product details

  • Paperback: 160 pages
  • Publisher: HarperCollins (24 Oct. 1994)
  • Language: English
  • ISBN-10: 0006383459
  • ISBN-13: 978-0006383451
  • Product Dimensions: 19.2 x 13 x 1.2 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (39 customer reviews)
  • Amazon Bestsellers Rank: 1,539,513 in Books (See Top 100 in Books)

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.

About the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.



Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.

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


Customer Reviews

Top Customer Reviews

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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Format: Paperback
Here's a summary of the first 4 laws. Bottom line an excellent overview of marketing

1. The Law Of Leadership.

It's better to be first than it is to be better. Gillette was the first safety razor, Heineken was the first imported beer in the US and Harvard the first college in the US. And who's the best in each category? Most would conflate first with best. Moreover, how easy is it to remember the second? Who was the second person to the run the four minute mile after Roger Banister? Who was the second US president after George Washington?*

2. The Law of the Category.

If you can't be first in a category, set up a new category you can be first in. After seeing the success of Heineken, Anheuser-Busch (owner of Budweiser brand) could launched their own imported beer. But instead they saw that a market for high-priced imported beer could mean there is a market for high-priced domestic beer. So they launched Michelob which outsold Heineken two to one. When you launch a product don't compare yourself to the competition, but think what category you can be first in. This turns classic brand-oriented marketing thinking on its head. Forget the brand, think categories.

3. The Law Of the Mind.

It's better to be first in the mind than to be first in the marketplace. The world's first mainframe computer was Remington Rand's UNVAC, but thanks to a massive marketing effort, IBM got to the mind first. This is an important caveat to Law #1. The law of the mind follows from the law of perception. The mind takes precendence over the marketplace. But remember once a mind is made up, it's very tough to change, so one of the most wasteful forms of marketing it to try to change minds.

4. The Law Of Perception.
Read more ›
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By A Customer 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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Very easy to enjoyable to read. I personally I don't take much attention to "Branding", I'm more a believer on Direct Response Marketing, but I enjoyed this very much, as the another book from the author Al Ries: Positioning.
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Just loved this book. Great common sense advice in a quick and easy read.

As mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more about creating something meaningful rather than trying to bulldoze people in to buying a product just because it is manufactured by an established brand or because we're told it's the next big thing which is dying out as fast as the dinosaurs did.

The face of business and providing what the customer actually wants is a trend that is gathering speed, the consumer has discovered their ability to decide what works for them and put their hard earned cash in to a company that can 'speak' directly to them as individuals rather than as the faceless masses.

People are tired of and also becoming savvy to the fact they are being 'sold' to. A lot of the laws break down these tactics and highlight the ever changing face of marketing and sales.

There has been a revolution in the world of marketing taking place, lead by the likes of Seth Godin and Bernadette Jiwa on how to build brands, no matter how big or small, that consumers are welcoming in to their hearts and homes and this book is a great accompaniment to those authors and their ideas.
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It says there are 22 laws, but by the 10th law, you get the feeling that actually there's just a couple of ideas, which they've had to stretch out into 22 in order to make it sufficiently long to sell as a book.
But at least it's well written, it's not too long, and the couple of ideas they have are actually ok.
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An excellent book, the only thing holding it back from 5 stars is the outdated examples. Although the points made are still excellent, the book would be greatly improved if these points were backed up with more relevant case studies.
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