- Paperback: 160 pages
- Publisher: Profile Books; Main edition (24 Oct. 1994)
- Language: English
- ISBN-10: 1861976100
- ISBN-13: 978-1861976109
- Product Dimensions: 12.9 x 0.9 x 19.8 cm
- Average Customer Review: 50 customer reviews
- Amazon Bestsellers Rank: 13,298 in Books (See Top 100 in Books)
The 22 Immutable Laws Of Marketing Paperback – 24 Oct 1994
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Ries and Trout share their rules for certain successes in 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.
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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As mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more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.
The book is basically a list of clichés that the author keep telling us to respect while finding counter examples of them in the following chapter.
It needs an update urgently, funny how the author uses examples of failure that have succeed afterwards or the other way around.
If you are interested in profesional marketing, go somewhere else.
The 22 laws is in many ways superb, but it could be criticised on three counts
First, it seems quite opinionated. Who is Ries to say that things are this way and not another way? Interestingly, basic books on marketing will cut the cake both ways, saying 'you can do this, or you can do that...'. Top marketing books, though, written by the gurus that people in the know want to hear from, are much more in agreement. What Ries is saying may not be original, but it fairly represents the balance of opinion at the top table.
Second, the book is quite dated. It was written in 1994, and, in many ways, we're in a different world now. On the other hand, this is no bad thing: you can look at the brands that Ries said would not prosper unless they changed their marketing, and compare them with what did prosper. Eight times out of ten Ries was right. The other two times fit perfectly with his law of unpredictability.
Third, the book is actually pretty much the same as the 22 Immutable Laws of Branding, by the same author. I've got both books, and I don't begrudge Al Ries the money. The emphasis is a little different, and the one reinforces the other.
Ultimately, marketing is about distilling a distinctive promise to the consumer and then promoting it aggressively. This book is mainly about the distinctive promise and its distillation. It talks about the kinds of campaigns that this leads to, but it isn't a how-to book for doing your first city-wide outdoor advertising campaign. There are lots of other books out there that do that -- but, be warned: many of them fall into the frequent traps that Ries warns us about.
For my money, this is a book well worth heeding.
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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