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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!, by Al Ries, Jack Trout
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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.
- Sales Rank: #6919 in Books
- Brand: Brand: HarperCollins e-books
- Model: 958581
- Published on: 1994-04-27
- Released on: 1994-04-27
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x .36" w x 5.31" l, .28 pounds
- Binding: Paperback
- 143 pages
- Used Book in Good Condition
From Library Journal
Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare , LJ 10/15/85; Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up Marketing , McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. It will be requested by readers of the authors' earlier titles.
- William W. Sannwald, San Diego P.L.
Copyright 1993 Reed Business Information, Inc.
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.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Very Outdated & Wrong
By Kindle Customer
The first law talks about the first mover advantage, being number one in a category. However, if you read Peter Thiel's "0 to 1" book he talks about the last mover advantage being better. If you ever tried to be first in a specific niche, you know that that takes lots of money, lots of time, and lots of failures. Most companies can't stomach it, and the ones that do stay around after being number one aren't there because they're pioneers. It's because all the other major components of a business fell in line.
The second or "last" mover can come in when the first mover pioneer validated the market and do things better. Examples? Facebook, Toyota, Samsung, Nike, +1M more.
Many of the 22 "laws" have flaws like this. Most their advice is illogical and useless. Moreover, their proof is name dropping companies that are either extinct or lagging. That's terrible evidence. Do yourself a favor and avoid this book.
0 of 0 people found the following review helpful.
Usual Fabulous insights from the Authors
By trojan1976
This book is sensational. Compact and crammed with salient philosophy. The scenarios they present make obsolete conventional marketing.
Just today I read an article in WSJ that said Chevrolet truck sales are down, and they are taking shots at the leader, Ford's F-150. They used a "nifty" ad that shows concrete being dumped in each trucks bed. Silverado had barely scratched paint and a few dents, but 150 had holes punched through the floor. Conventional marketing. Completely useless!
You can't change peoples minds... just about every dude I know ( and me) considers F-150 the best. It's the perception that counts. It wouldn't matter if the Silverado was better. Ford scoffed at the marketing "stunt" as well they should. 150 will stay the leader indefinitely. Why didn't Chevrolet's marketing people read this book? They could have saved a whole bunch of money by not doing this campaign.
Parts of this book are so brilliant, and dense, that I found myself reading certain paragraphs several times to really grasp the concepts. I have several of the author's books, they are all excellent. The only flaw is that this book is 30 years old, so some predictions of certain businesses' prospects didn't come true. Did you ever try to change a woman's mind? Right. That's the rub. Once people think of a product or service as best, it is very difficult to change their minds down the road.
0 of 0 people found the following review helpful.
These 22 Laws of Marketing Got Me Through Grad School
By Bboop41
This tiny book was one of my favorite books in grad school. It had been a requirement for one of my classes, but I continued to use it for sources and such when I did papers. Mr. Ries and Trout do a great job providing 22 of the main marketing strategies. One of the 22 schemes was as follows: Remembering that you have to be first in most marketing schemes. This was probably my most cited book in graduate school. I would highly recommend this book.
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