The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
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The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two

3.98 of 5 stars 3.98  ·  rating details  ·  5,332 ratings  ·  160 reviews
There are laws of nature, so why shouldn't there be laws of marketing?

As Al Ries and Jack Trout--the world-renowned marketing consultants and bestselling authors of "Positioning"--note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing...more
ebook, 160 pages
Published November 5th 2002 by HarperCollins Publishers (first published 1993)
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Jan 25, 2009 Viraj rated it 4 of 5 stars  ·  review of another edition
Recommended to Viraj by: Joseph Laia, Miasole
Shelves: management
For the summary, please email / PM me.

1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.
5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s...more
Munkhbayar Baatarkhuu
Энэ бол, миний бодлоор, гайхамшиг. Бизнесийн алтан дүрэм гэдэг номтой дүйцэхүйц чамбай бүтээл болж чадсан.
Joseph McBee
I read this book because another business author I like recommended it and because I am currently writing a class on marketing and wanted to use it for research.

I hated it.

I want to be careful here. When writing a review for a book I don't like I want to keep in mind that I am talking about something that people created. I do NOT want to write anything that I would not say to the authors' faces if they were standing right in front of me. This is difficult in a way because I really, REALLY didn't...more
Dexter Zhuang
I'm not sure how immutable these laws really are, but many of them are pretty interesting to read. I think the biggest takeaways for me from Al Ries and Jack Trout are that 1) you should always strive to be #1 in your category in peoples' minds 2) if you're not #1, differentiate yourself completely from the #1 and occupy your niche 3) be cautious about moving into other categories of mindshare at the risk of losing hold of your currently dominated category.

The key assumption I think made in this...more
Tim Ferriss listed this in his top 5 favorite books, so I picked it up. The core of the 22 laws is Identity.

The authors argue that too many businesses believe they will win simply by having the best product, which isn't true. The winner is the product that captures the mind of its target customers.

When a product is first to market, the first of its category, it usually establishes a foothold that no other company can wrest away. So create your own category, and be first there. Win the minds of t...more
The usual business book....They violated their title in the first chapter...
Pete Jarvis
This is a fine read and highly recommended. The authors have taken a complex topic and distilled it down to its fundamental essence. The style of writing is pithy and clear with great yet simple examples. Remember you can always break the rules defined by the book, it is however important to be aware of the rules before you decide to break them.
Alec Reshefsky
While this book was written back in 1994, this easy-read book was very entertaining and mind expanding. I would highly recommend it to anyone eager to become more savvy about how our world works and more to the point; what works in developing and marketing new and improved ideas!
Richard Kuhn
I have had this book for years and have used it as a reference many times, but have never read it from start to end. All I can say is I should have when I got the book. The book was referred to me by a successful friend in business who said he used a couple of these principles in his practice. I plan on using some of these principles as well.

It's amazing when you look at the history of successful brands and how they lost their market share and why. This book also goes into what to and what not t...more
I think this is a great book for someone just starting to take interest in marketing. Otherwise you may find you know most or all of the information shared
Umar Ghumman
I love this book. The laws are still applicable and will be applicable 25 years from now.
أحمد عبادة
Good book as a gate for marketing world
But sure there's much much more
Just a quick point here that some of the laws are true most of the time, but some of these laws are completely wrong. Law 22 is certainly not true as the whole field of guerrilla marketing has shown. Many companies have spent very little to nothing on marketing and been more successful than others than blew through a fortune on marketing. All those marketing dollars could be used to lower costs, invest in more productive capital, or any other number of things.

Some of the other laws are true for...more
Mónica López
Este es otro de los libros que tenía más de 10 meses en mi librero y que no había leído. Hace dos semanas mi jefe me lo pidió prestado. (Aclaro que el es el dueño del libro) Pues antes de regresarlo decidí leerlo.

Es de fácil lectura, tiene muchos ejemplos de marcas reconocidas. De los éxitos y fracasos. Y aquello que los provocó. El libro que salió a la venta en 1993 y los casos que ejemplifica son de productos y del mercado de aquella época, sin embargo aterrizando a situaciones actuales de me...more
Some of the content in this book is rather dated now and this in many ways detracts from the overall message. In many cases you would have to appreciate the companies and situations that the authors are speaking about when they provide illustrations of point. Unfortunately, in many cases the world and the businesses of which they speaks have moved on.

That aside, the book does provide many insights into the 'laws of marketing' that are still very valid today. This is certainly a book that would n...more
Ries and Trout seem to be writing more from experience than from any hard facts (for every example of, say, Volkswagen trying to be too much and therefore losing its position as the world's #1 European automobile, I'm pretty sure there is an example of a company that extended its line and did just fine. The authors, however, make it sound as if every company in the history of the world that has ever done differently than what they recommend has failed. I doubt that's true, and their notable lack...more
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This book made me want to get the laws into practice straight away. Some of the laws are in danger of being redundant as the authors word them differently but with very similar content to drive home their point. But a lot of what they state made sense, especially the Laws of Sacrifice and Line Extension - to milk greater profits you must focus on a single product that is your specialty rather than delve into everything that will negatively affect your market share and make you lose money in the...more
Nov 03, 2007 lou rated it 4 of 5 stars  ·  review of another edition
Recommends it for: marketers, designers
This is my very first marketing book. I am a graphic designer & from an artistic &/or plain old 'reading' perspective I would have never picked up such a book - but it was recommended to me by the management. Upon reading 'The 22 Immutable Laws of Marketing' I did find my mind spinning about - thinking of the concepts - opening up inside. I found the book to be a bit smutty & 'right there'. Many of the chapters seemed to loop around & repeat each other conceptually [ a bit distra...more
I was a little disappointed in this book. It was a quick read and I did learn some concepts that I would like to incorporate into my marketing. While I liked many of the concepts, a few just didn't seem right to me. Because it was written 17 years ago, some of the examples were dated (not the authors fault, but just the reality of reading an older book). This didn't help to solidify the correctness of the principles. For example, it talks about the dominance of Lotus 1-2-3 and how Microsoft is t...more
Domanique Alicia
Quick to read, it will take a couple hours to skim through this book.

The messages are brief and to the point, and while the examples are a wee bit outdated today, they are still relevant, and help drive the message home.

There have been a few comments on how manipulative this book is, and how it displays how "evil" marketing can be. I'd like to counter those responses with, this book is blunt and too the point. The willingness and extent to which a marketing campaign is able to manipulate consume...more
Chris Sanfilippo
Law #4, The Law of Perception is worth the cost of the book alone. Read this if you want to be a better marketer! Old but very important information about the core principals of marketing. The authors are some of the greatest marketing minds in the world.
This quick read provides a nice introduction to some marketing concepts for someone totally new to this area. Having not read a marketing book before, I was able to pick up some of the main concepts marketers use to position products, yet this book appears to eschew some traditional perspectives in favor of a more contrarian view. For example, the authors strongly oppose line extension, that is, taking Coca-Cola (a wildly successful product), and turning into New Coke, Diet Coke, Crystal Coke, C...more
Some good principles but...

There were a lot of inconsistencies between examples. For every example of one company being condemned for breaking a law, there was another company being overlooked for breaking that law.

There a few incorrect predictions. Now, I know this is easy to say in hindsight, but some of them went against their "immutable laws." The most glaring one was when they said that Microsoft would fail because they were stretching themselves too thin, trying to change product names, ex...more
Damn. I devoured this book in a day.

It's a quick read and it's also well written (good advice, a bit of humor, etc.)

The best way I can sum up this book is: it's obvious. But that why it's cool. Reading this book brought back to me what was intuitive about marketing before I became ingrained in the subject. Before I started being payed for it. Before my career choices influenced by marketing choices. It kicked me back to the point where I would say "duh, that makes sense".

It also brought home a...more
A fairly good and concise book. Surviving surprisingly well despite its age in relation to the material. It has a few rough edges which I don't personally agree with given current times (they comment on the lack of venture capitalists, which I'd at least say has increased substantially in the last few decades); it has a lot of examples that now require a history lesson or two (or assumptions on the reader's part, a thing very forgivable as the history of coca cola or IBM isn't one of particular...more
May 29, 2014 Kirk is currently reading it  ·  review of another edition
I thought I would try using the review space on good reads to take notes on a book as I read it. We are going to give that a try and see how it works:

Lee J
Reading it and found many of good techniques and methods that can help in Sales and Marketing.
Ben Love
A relatively old book, my interest in reading this was more for a ‘before and after’ view of marketing principles. This was written pre-Internet days when GE and GM were king and marketing happened over years, not weeks.
Many of the 22 laws still hold true, albeit in a different context than described in the book. Some remain 100% intact and are truly immutable (marketing is not for amateurs – it’s a long term game and continues despite what you do today, and marketing is not about products and s...more
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Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw Unive...more
More about Al Ries...
Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand Marketing Warfare The Fall of Advertising and the Rise of PR The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

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