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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! | 
 enlarge | Authors: Al Ries, Jack Trout
Publisher: HarperBusiness
Category: Book
List Price: $15.95
Buy Used: $4.04
You Save: $11.91 (75%)
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Avg. Customer Rating:  119 reviews
Sales Rank: 9407
Media: Paperback
Number Of Items: 1
Pages: 143
Shipping Weight (lbs): 0.2
Dimensions (in): 8 x 5.3 x 0.3
ISBN: 0887306667
Dewey Decimal Number: 658.8
EAN: 9780887306662
ASIN: 0887306667
Publication Date: April 27, 1994
Availability: Usually ships in 1-2 business days
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Condition: Standard used condition.
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Product Description
Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.
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| Customer Reviews: Read 114 more reviews...
 A Great Marketing Overview January 4, 2009
As an introduction to marketing principles, this is a very easy read and understandable book. With an abundance of examples and simple language, it is no surprise to me that Al Ries and Jack Trout are referenced in so many marketing textbooks.
Good - but similar to 22 laws of branding December 23, 2008
I read this book because I had read their other book the 22 Imutable Laws of Branding and whilst there are some similarities, there is still some good stuff in here. They explain marketing in a simple way and don't over theorise. You can still pick up some marketing gems even if you have been marketing for years. I agree with one reviewer who said marketing is "not an exact sicence" becuase it relies on the human mind and emotion so much. Something which is very important and is explored in The Brighter Marketing Bible for Small Businesses. If you really want to find out more about marketing but don't have much time the 22 Immutable Laws of marketing is a good read. Just because it is simple don't dismiss it.
Clear and Strong December 9, 2008
1 out of 1 found this review helpful
Most pleasant surprise in a sequence of reading through marketing books. Clear and strong cases. Especially valid since most predictions became true. Especially the last chapter was an eye opener of how difficult it is to launch and maintain a clear and strong marekting strategy.
For Advanced Level Marketers September 30, 2008
This book is for intermediate to advanced level marketers. It shows you the strategies used by big brand names like Coke, Pepsi, Toyota, AT&T, etc. It chronicles the battle of these big name brands and the brilliant moves of some, and the dumb mistakes of others.
One of my favorite parts of the book is when the authors talk about "rungs" within peoples minds. Did you know that, depending on the product that you are marketing, only a set number of rungs exist within peoples minds?
Another fascinating point in this book is where they discuss how important it is to position yourself on these rungs. They ask a few questions to really drill the point home about how important the position you occupy on this ladder of rungs really is. For example, they ask you, "Who was the first President of the U.S.? Now who was the second?" Or "Who was the first man on the moon? Now who was the second?" So it had me thinking OMG they are right. They then go into how Hertz Rent A Car was on the second rung and they included this in their marketing literature by saying, "We're #2". Hertz then went on to include in their sales copy that because they were number two, they would try harder for your business. Hertz gained massive market share and was so successful with doing this that they pulled dead even with Avis. They then changed their marketing literature to say "We're #1" to try and take the #1 position and they failed miserably and their sales fell back down. The authors go on to explain why Hertz should have stayed with the #2 marketing literature. Fascinating book that talks about what the big boys do in marketing. I highly recommend this entertaining book.
From the author of Internet Marketing-Profits That Lie Hidden In Your Website: How To Triple Your Web Sales In 25 Days
 It's not reliable science but there are a couple of interesting propositions September 6, 2008
It's easy to criticise this book and yet there are still a few interesting hypotheses here.
Ries and Trout say much the same things over and over in all their books, speeches, and videos. So each book then needs a new angle and here they take the slant of presenting their views as natural (i.e. scientific laws). They admirably write "There are laws of nature, so why shouldn't there be laws of marketing ? You can build a great-looking airplane but it isn't going to get off the ground unless it adheres to the laws of physics, especially the law of gravity...So it follows that you can build a brilliant marketing program only to have one of the immutable laws knock you flat if you don't know what they are."
Unfortunately Ries and Trout's understanding of what is a scientific law is pretty patchy, so many of the `laws' they present are more like propositions or suggestions for doing marketing. Even the best of the 22 immutable laws are vague, none are quantified, nowhere are the conditions described where the laws hold and where they do not, and none are based on systematic collection of evidence (just anecdotes). A number are just repeats of each other, while some are tautological statements. In spite of all these weaknesses there is an underlying theoretical proposition that is interesting and worth some discussion and research.
The first, and presumably most important of the 22 `laws' is the "law of leadership - it's better to be first [into a market] than it is to be best. This idea of pioneering advantage has been well researched in the academic literature, with the recent definitive articles showing that the advantage is over-rated (Golder, 1993; Tellis, 1996). Very many brand leaders were not the first into their category, but then Ries and Trout contradict themselves anyway with their third law (the law of the mind) - "it's better to be first in the mind than to be first in the marketplace". And this is really what the book, and their others, are about - that marketing is a battle to gain some mindshare. They argue that this is easier if you are the first to be associated with a category benefit and if you retain this leadership (`laws' 1,2,3,4). Hence they argue for focus on being known for one thing (`laws' 5,6,13,14) so they argue against brand extension (`law' 12). Clearly the `law' isn't absolute, as they used it as basis for previously criticizing Microsoft while praising focused competitors like Lotus and Harvard Graphics (and we all know where these brands are now).
They also argue that categories split, becoming more specialist over time, and that is useful to use this fragmentation (`law' 10). It's for this reason that Al (and daughter Laura) Ries incorrectly predicted the flop of the iPhone. Still it's an interesting proposition that needs considerable research.
Most of their other laws are just quaint platitudes, patronising their readers and padding out this short book with lame advice like "things are unpredictable" (`law' 17), "success can lead to arrogance" (`law' 18), "it's good to learn from your failures" (`law' 19) "things are often different than how they appear in the press" (`law' 20) "it's better to build on a trend than a fad" (`law' 21) and "without adequate funding an idea won't get off the ground" (`law' 22).
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