The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
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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 that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.
Publisher : HarperBusiness; First Paperback Edition (April 27, 1994)
Language : English
Paperback : 143 pages
ISBN-10 : 0887306667
ISBN-13 : 978-0887306662
Item Weight : 3.99 ounces
Dimensions : 5.31 x 0.36 x 8 inches
Customers say
Customers find the book has good insights, principles, and common sense examples. They describe it as a quick, enjoyable read. Readers also mention the book is concise, easy to read, and well-written. However, some customers feel the content is outdated.
AI-generated from the text of customer reviews
12 reviews for The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
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Original price was: $21.99.$14.81Current price is: $14.81.
Melanie –
loved it!
This was a very meaty book. Itâs an easy read but filled with lots of helpful information. I really appreciated that I didnât have to search for the one nugget of gold buried in a bunch of fluff. It was all worthwhile and therefore very enjoyable to read. I even took notes so the lessons would not be forgotten.
Breana –
Good read
Enjoyed the motivated this book brought.
T Paul Buzan –
“Immutable”? Not Quite. But Still Worth a Read.
First published in 1993, “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout has become an invaluable resource for both aspiring and established marketers.And no wonder: This little book is bursting at the spine with powerful, actionable marketing insights.Take for example Law #4: The Law of Perception.This law states that “Marketing is not a battle of products, it’s a battle of perception.” The treatment given to this law – complete with real world examples and strategies for implementing it in your own business – is worth the book’s asking price all on its own.That Ries and Trout offer so many additional marketing “bon mots” to go along with this one only increases the book’s value.Throughout “22 Laws” Ries and Trout challenge commonly held marketing beliefs. They tackle – mercilessly but with a good dose of humor – such sacred cows as line extension, leadership, and – gasp! — admitting product negatives.You’ll be engaged from one page to the next. And at just under 150 pages, “22 Laws” is a quick read. Work your way through the book over your morning cup of coffee and start implementing what you’ve learned after lunch.Do I have any complaints?Well, as some other readers have mentioned a fair few of the laws do seem to overlap considerably with others. This wasn’t a problem for me. I felt like even those laws that were treading familiar ground offered up enough nuance to justify their inclusion.My biggest gripe isn’t really even the book’s fault.Like all books, “The 22 Immutable Laws of Marketing” is a product of its time. Written nearly two decades ago this poses certain problems for today’s reader.In terms of human behavior, twenty years is nothing. Folks are still looking to products to satisfy their needs for validation, excitement, security – whatever. And the savvy marketer is going to take full advantage of this.What has changed – and changed dramatically – since 1994 is our available technology.Ries and Trout couldn’t have possibly envisioned the growth of the Internet and the impact it would have on the global marketplace.As a result, certain laws such as Law #22: The Law of Resources are challenged to the point of irrelevance.The Law of Resources states that “Without adequate funding an idea won’t get off the ground.” This is okay in so far as it applies to major companies. If I’m planning to take on Apple in the smartphone market, yes, my coffers had better be plenty deep.However, in this era of e-commerce, digital distrobution, and social media – to name but a few channels – products can be launched for relatively little. Shoestring budget? Shoestrings have never stretched so far.More bothersome is Ries and Trout’s assertion that “You’ll get farther with a mediocre idea and a million dollars than with a great idea.”Thankfully, the advent of the Internet – and Web 2.0 in particular – ensures that this statement is now resoundingly false. Do plenty of crummy products still dominate the market thanks to big budget ad campaings? Absolutely. (I’m looking at you Justin Bieber.)But it’s also never been easier for a product to command market share on its merit alone. If your product is truly special there are all sorts of ways to harness the power of blogs, social media, Amazon reviews, et al to build a receptive audience.On the other hand, if you release a turd to the market, well, prepare to have folks make a stink about it … and that’s going to cost you.We the people are the new kingmakers; not the mavens of Madison Avenue.Even with this caveat on the table, I highly recommend “The 22 Immutable Laws of Marketing”. While I believe “immutable” is stretching it – for some laws more than others – there’s more than enough insight on offer in this little book to justify a purchase and close reading.I look forward to revisiting this book throughout my sales and marketing career.
Luis Alberto Gallo F. –
Easy reading and straight to the point
Easy reading and straight to the point. Also clear to be applied not only in my own venture but also the company I work for in my marketing role.
Terrance –
Great insight
This book definitely breaks down what’s needed to market your product or service effectively.
Sotto voce –
Fantastic 21st revist of 20th century business strategies.
I’d read the book when it was best seller. I recently found it referenced in an interesting context and decided to read it again.The re-read made me feel like a business strategy time traveler.This 13-some-year-old book for âMarketingâ was written when the Sales, Marketing and Biz Strategy organization was silo’d. The â22 Immutable Laws of Marketingâ is once again making its way through academics and biz leaders as common wisdom for the whole modern enterprise. It’s a guide book that should be titled “Never Do This!” while hinting at the remarkable strategies that bring us today’s top brands.âThe 22 Immutable Laws of Marketingâ is a quick read. The management and strategy job has evolved in interesting ways from this books timeframe. The day of the âAd Manâ fronting your enterpriseâs value proposition to customers is over. The âSale!â is made after a carefully engineered organizational effort. Marketing strategy is a discipline to be trained among everyone that answers an outside phone. Everyone now has a marketing role and here is not a bad place to start spreading the news.A hugely entertaining element is simply that the reader has been fast forwarded through corporate strategies tried, failed and successful. Lotus 1-2-3, VisiCalc, Amiga, Emery Air vs FedEx, Tandem, Wang … all without smart phones or vast system networks … strategy winners and losers make for a forensic business case … if you’ve been around awhile, you won’t believe the book was written just 15 years ago.
Alberto Vargas –
Not bad and relatively brief
Like many other readers I found this book via Tim Ferris’s blog. Like most things Tim Ferris, there is more sizzle than steak here.Since I am not a marketing professional, I found some of the content valuable. Especially the ideas that you need to own a single-word concept (not your brand name) in the consumer’s mind, that you can’t really change perceptions once formed, and that you need to define a category you are first in if the broad category is ruled by someone else.The book is pre-Internet and somewhat dated as others noticed too. This applies mostly to the corporations and products used as examples. The rules of thumb IMO remain viable. The main reason I did not give more stars is that much of the content is self evident, e.g. law of hype (hype is bad), law of resources (you need money to develop and market), etc.
sohan parab –
Too good must read!
Stanimir –
A must read marketing book. Many ideas are great, but be aware that some “laws” did not age well (speaking frankly, they some are wrong; an example, product line extension for Microsoft, example mentioned in the book; but in 2023 you may find other examples, such as Amazon or Apple or Google)Definitely a MUST read, but ideally id deserves a revised and updated version
Max –
Just like ‘The 22 Immutable Laws of Branding’, this book is a true classic and a great read. I wholeheartedly recommend it to anyone involved in marketing, whether in a start-up or a large corporation.
Xiaoxiao Du –
Un bon livre, qui mérite d’être lu et relu, tant pour les entrepreneurs que pour les travailleurs. commande
Amazon Customer –
Such a concise read! Very through and detailed in examples. Well written and made me think.