The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.Product Details
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 is perhaps the world's best-known marketing strategist.He is the coauthor of such international bestsellers as The 22 Immutable Laws of Branding and Positioning:The Battle for Your Mind and the author of Focus:The Future of Your Company Depends on It.His daughter Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm, Ries & Ries in Roswell, Georgia.She is the coauthor of The 22 Immutable Laws of Branding.Together they speak and consult with major companies around the globe.
Customer Reviews
Once great, now dated and deficient
Like Marketing, times and preferences change. Very little of this book addresses the fast paced changes that have occured.
This book is the equivalent to an ancient text from which you can pull some lasting principles but for modern marketing in action you would need to look elsewhere.
should be taken off the shelves
I purchased this product because I believed the title. However, since this book was published such a long time ago, it's no longer relevant and should be pulled from the shelves. It directly contradicts books that were published w/i the last year - this book doesn't even take online marketing seriously. This is not a valid "starting point" for marketers, and will damage your brand/company/product and quite possibly your career.
Invaluable Perspective
I really enjoyed reading this short and simple book.
It gives the marketing ideas in a clear and practical way with lots of real examples/mistakes which costed some companies millions of dollars. Although I do not work for a big consumer-goods company (on which this book is mainly focused), I gained an invaluable perspective.
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