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The 22 Immutable Laws of Marketing | [Al Ries, Jack Trout]

The 22 Immutable Laws of Marketing

Calling upon over 40 years of marketing experience, authors Al Ries and Jack Trout use vivid examples and fascinating anecdotes to explain the keys to today's tough, competitive marketplace. Learn how to avoid the danger of ego and arrogance, the need to understand trends, and many other crucial marketing lessons, as Ries and Trout point you solidly in the direction of success.
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Publisher's Summary

The 22 Immutable Laws of Marketing can mean the difference between success or failure for your product or company. Calling upon over 40 years of marketing experience, authors Al Ries and Jack Trout use vivid examples and fascinating anecdotes to explain the keys to today's tough, competitive marketplace. Learn how to avoid the danger of ego and arrogance, the need to understand trends, and many other crucial marketing lessons, as Ries and Trout point you solidly in the direction of success. With sparkling clarity and brilliant insight, The 22 Immutable Laws of Marketing shows how to play by the rules and become a winner in your field.

(P) and ©1994 HarperCollins Publishers, Inc., All Rights Reserved, Harper Audio, A Division of HarperCollins Publishers

What Members Say

Average Customer Rating

4.1 (226 )
5 star
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Overall
4.2 (91 )
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Story
4.1 (95 )
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3 star
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2 star
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Performance
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  •  
    Zentaro 08-23-05
    Zentaro 08-23-05 Member Since 2011
    HELPFUL VOTES
    143
    ratings
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    60
    10
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    Overall
    "Outstanding book"

    This is a fantastic book for anyone interested in marketing. The format is 22 rules, alternately spoken by each of the authors.

    Full of great insights and interesting stories about marketing campaigns of various companies that succeeded and failed. It does however show it's age a bit in some of the examples, being nearly ten years old, but that doesn't take away from the value of the book.

    Highly recommend for anyone thinking in business or thinking of starting one. Even if you're not in business, the anectdotes and stories will be interesting to most people none the less.

    12 of 13 people found this review helpful
  •  
    E. Smakman Netherlands 03-16-10
    E. Smakman Netherlands 03-16-10 Member Since 2007
    HELPFUL VOTES
    126
    ratings
    REVIEWS
    183
    40
    FOLLOWERS
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    9
    3
    Overall
    "just a list"

    To be expected, 22 laws is a listing of 22 laws, one at a time. Each is ok-ish, but nothing more than that if you have a business or marketing degree. It is old and although not outdated, has lost most of its sparkle. Get the 2-page outline of the 22 laws instead and you know it all.

    2 of 2 people found this review helpful
  •  
    Kate Strawberry Hills, Australia 11-14-11
    Kate Strawberry Hills, Australia 11-14-11
    HELPFUL VOTES
    1
    ratings
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    11
    2
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    "Boring and needs updating"

    This is a rehash of very old stuff. If you are to put books on audible then you are beholden to your audience to be across anything new on the topic.

    1 of 1 people found this review helpful
  •  
    Corey 06-26-15
    Corey 06-26-15
    ratings
    REVIEWS
    1
    1
    Overall
    Performance
    Story
    "Must Read for Business Enthuisiasts"

    Must have facts brilliantly compiled and bound (recorded). Defiantly worth going through many times to learn inside and out.

    0 of 0 people found this review helpful
  •  
    Chandler 06-15-15
    Chandler 06-15-15 Member Since 2015
    ratings
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    1
    1
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    Performance
    Story
    "20% VERY GOOD... 30% OK... 50% Zzzzzzz's!!"

    Some decent tips on how to stay at the top of your game with any size business, and a history lesson of all the ups and downs with some of the biggest companies ever. However not much of a marketing lesson with present marketing strategies like social media, direct marketing or any other marketing campaigns.

    0 of 0 people found this review helpful
  •  
    Amazon Customer 06-11-15 Member Since 2015
    ratings
    REVIEWS
    1
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    Story
    "everything explained."

    very interesting and easy to listen to. explained where I succeeded and failed in my marketing career. amazing!

    0 of 0 people found this review helpful
  •  
    Christian T. Baker Sydney, Australia 05-29-15
    Christian T. Baker Sydney, Australia 05-29-15 Member Since 2015
    ratings
    REVIEWS
    1
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    "Simple. Elegant. Effective."

    Narrated by the authors which I believe is an absolute necessity when it comes to such an important topic. Timeless principles that can be revisited on a regular basis.

    0 of 0 people found this review helpful
  •  
    James LEXINGTON, SC, United States 01-14-13
    James LEXINGTON, SC, United States 01-14-13 Member Since 2012
    ratings
    REVIEWS
    1
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    "Out dated & applies to large business"
    What would have made The 22 Immutable Laws of Marketing better?

    This book wasn't very good. First of all, it is very out dated. It uses examples of companies from 5-25 years ago (Old coke/new coke type of thing). Also, the "laws" that it covers do not apply to 99.9% of the business's out there. It gives some more general laws that I feel are more appropriate for Fortune 500 companies. A lot of what it cover is branding and creating/defending that brand. It is also not a very long book. The audio portion of the book was fine, well read, easy to listen to... The content is just 2 star's in my opinion.


    0 of 0 people found this review helpful
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  • Gareth
    Swindon, Wilts, United Kingdom
    1/3/11
    Overall
    "A decent book"

    Right, just to make this clear, I wasn't listening exclusively to this, I was listening to it while playing poker, so my opinion can't be trusted completely, but I was sufficiently taken with the 'book' to write a review.

    It's quite short, well read and doesn't spend time labouring over insignificant details. There's nothing ground breaking in this book and the majority of it's content is based on branding and the principle of being the first to market, the first into the customers mind and therefore becoming 'The Brand' by default.

    There's a lot small businesses can take from this and, although almost a cliche in marketing circles, they make some very valid points as to why 'micro niching' is better than being all things to all people.

    They use many examples (in American big business) where they show a company starts with a very specific market and business, then expands only to lose what made them big in the first place and ultimately fall apart.

    To summarise, short, concise, well read, sufficiently engrossing and I expect to listen to this repeatedly. I didn't give it 5 because I don't feel many who are involved in marketing will find anything particularly new.

    1 of 1 people found this review helpful
  • Lisa & Josh
    London
    7/24/15
    Overall
    Performance
    Story
    "Marketing in a nutshell"

    This is a really quick and easy listen, possible to get through in a single sitting.

    The content discussed is invaluable for any business person, not just the marketer.

    0 of 0 people found this review helpful
  • S. Nanra
    Ealing, United Kingdom
    11/3/13
    Overall
    Performance
    Story
    "Vital for everyone in business"
    What about Al Ries and Jack Trout ’s performance did you like?

    Straightforwrd - albeit American - delivery


    Any additional comments?

    Gives you the reality of getting your marketing messages out there. Where to focus, what works and importantly, what doesn't.

    0 of 0 people found this review helpful
  • Gregorious
    UK
    4/13/13
    Overall
    "Great Laws"

    Really enjoy this book have listened multiple times and have put some into practise and it is surprising how effective they can be. I did however read Tim Ferriss first and it led me to this audible book! Be prepared to reflect on your current ways of doing things and look to improve your marketing with the use of this book! A must listen/read

    0 of 0 people found this review helpful

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