The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries

Product Description


Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.
Product Details
Amazon Sales Rank: #3356 in Books
Published on: 1994-04-27
Number of items: 1
Binding: Paperback
143 pages
Editorial Reviews

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 partner, Laura Ries, are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and, most recently, The Fall of Advertising & the Rise of PR, which was a Wall Street Journal and BusinessWeek bestseller.
Customer Reviews

Essential reading for entrepreneurs and sales people
I am not a marketer, but getting marketing right is critical. If an entrepreneur or sales person reads only one book on marketing, this would be it.

Trout and Ries write the laws on marketing
Using actual examples and sharp analysis, Al Ries and Jack Trout offer 22 "laws" that amount to a basic, concise distillation of their marketing experience and wisdom. Their examples are pithy enough to keep the most jaded marketing person engaged. And their lessons are embedded verities that would be hard to dispute. The only drawback is that this classic may be a bit dated, so it is interesting to see how surprisingly well some of their original observations have fared over the years. We recommend this classic to anyone seriously interested in marketing. After all, you can't ignore the law.

Timeless laws
Although this book is rather old, and was written before the online era, these marketing laws are timeless and should be etched in to the mind of every marketer. Highly recommended, even in 2007.