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Al Ries

Jack Trout

THE 22 IMMUTABLE LAWS OF MARKETING Paperback – 24 October 1994

by Al Ries (Author), Jack Trout (Author)

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Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.

Print length

160 pages
Language

English
Publisher

Profile Books Ltd
Publication date

24 October 1994
Dimensions

12.8 x 1.2 x 19.6 cm
ISBN-10

1861976100
ISBN-13

978-1861976109
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Product description

About the Author

Jack Trout runs a marketing consulting firm in Greenwich, Connecticut with Al Ries. They are the authors of the bestsellers Positioning, Marketing Warfare, Bottom-Up Marketing and Focus.

Product details

Publisher ‏ : ‎ Profile Books Ltd; Main edition (24 October 1994)
Language ‏ : ‎ English
Paperback ‏ : ‎ 160 pages
ISBN-10 ‏ : ‎ 1861976100
ISBN-13 ‏ : ‎ 978-1861976109
Item Weight ‏ : ‎ 140 g
Dimensions ‏ : ‎ 12.8 x 1.2 x 19.6 cm
Country of Origin ‏ : ‎ United Kingdom

Best Sellers Rank: #3,134 in Books (See Top 100 in Books)
- #171 in Analysis & Strategy
- #214 in Reference (Books)

Customer Reviews:
2,064 ratings

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Al Ries
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Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
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Jack Trout
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Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.
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Customer reviews

4.6 out of 5

2,064 global ratings

5 star		73%
4 star		18%
3 star		7%
2 star		1%
1 star		1%

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Sameer Koul

synopsis of everything u need to know in marketing.

Reviewed in India 🇮🇳 on 15 December 2022

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A brilliant book. Easy read, easy language, precise and laconic book for Marketers of all age. Must Read and follow!!

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Rajeev Nair

Useful marketing book

Reviewed in India 🇮🇳 on 18 August 2022

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Contains several diagrams that add great value

Reviewed in India 🇮🇳 on 27 June 2022

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This book is must for any marketing professional. Heck it should be made compulsory in MBA courses.

Dont just read, ingrain each law in your brain deeply and you will be awesome marketer.

One person found this helpful

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Tanmoy Panja

Good

Reviewed in India 🇮🇳 on 28 July 2022

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Good

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Aditya Chatterjee

As a noob, I recommend it to other noobs

Reviewed in India 🇮🇳 on 5 June 2021

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As someone who has never read/ studied about marketing, this made the whole concept of business and competition a lot more approachable for me. Had a lot of "ohhh" and "nice one" moments. I feel informed and a lot more secure now. Its a small read, I definitely recommend it

One person found this helpful

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Kirti Awasthi

Interesting book

Reviewed in India 🇮🇳 on 6 July 2021

Verified Purchase

Good read. Very crisp, to the point, bullet marketing. Analogies presented in the book are good and relatable. I would recommend this book to all interested in marketing.

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Sinduja

Ultimate guide in branding

Reviewed in India 🇮🇳 on 25 December 2020

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Awesome book. This book taught me how customers perceive my brand. It gave clear cut strategies on how to position your brand and product in the market. A must read for entrepreneurs.

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Kindle Customer

Good initially but got repititive

Reviewed in India 🇮🇳 on 5 January 2020

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Good start to the book and good examples. Easy read. Could have included more points and got a bit repititive towards the end

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Mak

Not really useful for small businesses

Reviewed in the United Kingdom 🇬🇧 on 8 February 2019

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The book is only 132 pages and is an easy to read. However the book contradicts itself throughout. For example, the subheading for law 1 is “it’s better to be first than it is to be better” but law 3’s subheading is “it’s better to be first in the mind than to be first in the marketplace”.

By about the 5th law, I got the feeling the book is designed for large organisations and not really useful for smaller businesses. This was confirmed by the last law “The Law of Resources”. It states you will need 5k-20k per month on marketing.

If you work in marketing as part of a large organistion, this book could be very useful but for everyone, I would not recommend this book.

12 people found this helpful

PNH

A classic book and a must-have for all business owners.

Reviewed in the United Kingdom 🇬🇧 on 3 November 2022

Verified Purchase

As a business owner and designer/manufacturer of products, this book is a very concise and helpful collection of solid, proven, common sense marketing 'rules' which I would recommend for all budding entrepreneurs and a lot of experienced ones too!

The retail landscape changes but the basic rules of marketing and consumer psychology don't.

Martin Turner

Superb - albeit the same as the 22 Immutable laws of branding

Reviewed in the United Kingdom 🇬🇧 on 25 February 2008

Verified Purchase

Twenty years ago I knew hundreds of things about marketing. Now I know just a few things. Almost all of them are in this book, and the authors crystallise them excellently.

The 22 laws is in many ways superb, but it could be criticised on three counts
First, it seems quite opinionated. Who is Ries to say that things are this way and not another way? Interestingly, basic books on marketing will cut the cake both ways, saying 'you can do this, or you can do that...'. Top marketing books, though, written by the gurus that people in the know want to hear from, are much more in agreement. What Ries is saying may not be original, but it fairly represents the balance of opinion at the top table.
Second, the book is quite dated. It was written in 1994, and, in many ways, we're in a different world now. On the other hand, this is no bad thing: you can look at the brands that Ries said would not prosper unless they changed their marketing, and compare them with what did prosper. Eight times out of ten Ries was right. The other two times fit perfectly with his law of unpredictability.
Third, the book is actually pretty much the same as the 22 Immutable Laws of Branding, by the same author. I've got both books, and I don't begrudge Al Ries the money. The emphasis is a little different, and the one reinforces the other.

Ultimately, marketing is about distilling a distinctive promise to the consumer and then promoting it aggressively. This book is mainly about the distinctive promise and its distillation. It talks about the kinds of campaigns that this leads to, but it isn't a how-to book for doing your first city-wide outdoor advertising campaign. There are lots of other books out there that do that -- but, be warned: many of them fall into the frequent traps that Ries warns us about.

For my money, this is a book well worth heeding.

8 people found this helpful

Laura

Very out of date now

Reviewed in the United Kingdom 🇬🇧 on 27 August 2022

Verified Purchase

Makes for quite a funny read now as so many of the successful companies used as examples are now gone or doing something completely different. It’s also very American so as well as the examples being old I didn’t always know the brands as they were US based. I’m not sure if all the ‘laws’ necessarily apply these days too.

MJ Powell

Just loved this book

Reviewed in the United Kingdom 🇬🇧 on 29 July 2016

Verified Purchase

Just loved this book. Great common sense advice in a quick and easy read.

As mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more about creating something meaningful rather than trying to bulldoze people in to buying a product just because it is manufactured by an established brand or because we're told it's the next big thing which is dying out as fast as the dinosaurs did.

The face of business and providing what the customer actually wants is a trend that is gathering speed, the consumer has discovered their ability to decide what works for them and put their hard earned cash in to a company that can 'speak' directly to them as individuals rather than as the faceless masses.

People are tired of and also becoming savvy to the fact they are being 'sold' to. A lot of the laws break down these tactics and highlight the ever changing face of marketing and sales.

There has been a revolution in the world of marketing taking place, lead by the likes of Seth Godin and Bernadette Jiwa on how to build brands, no matter how big or small, that consumers are welcoming in to their hearts and homes and this book is a great accompaniment to those authors and their ideas.

4 people found this helpful

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