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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 Ratings

Overall

  • 4.1 out of 5.0
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  • Overall
  • Z
  • 08-23-05

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

  • 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 It is old and although not outdated, has lost most of its sparkle.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.

3 of 3 people found this review helpful

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  • Kate
  • Strawberry Hills, Australia
  • 11-14-11

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

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  • Story

outdated content

old examples undermine the content. hard to keep going, needs a total refresh. skip this one

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  • Story

A Trump bashing good time

Whilst listening to this book for work, I was transported to another time. A time of New Coke, IBM, and a Donald Trump 1.4 billion dollars in debt. Generally fun to listen to, and filled with us full information.

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Must Read for Business Enthuisiasts

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

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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.

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everything explained.

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

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  • Story

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.

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  • James
  • LEXINGTON, SC, United States
  • 01-14-13

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.

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  • Overall
  • G. Jones
  • 01-03-11

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

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  • Anonymous User
  • 08-07-17

Very outdated

Perhaps useful when it was released but I don't see why Audible are still selling this.

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  • shmichael
  • 10-06-16

outdated and unsubstantiated

The authors provide very little empirical evidence for their laws. each law is "affirmed" by 1-3 stories about companies that adhered or stayed from the "law" and the inevitable outcome. For instance, the first law cites companies such as Jeep as being successful because they were first. I could easily think of many companies who became #1 because of their product, not timing. e.g. Google.

Furthermore, if I were to believe the authors were marketing gurus and take their advice at face value, some predictions they make, for instance MCI overtaking IBM, erode any confidence I have in them.

Most laws are uninspiring and sometimes contradict each other. for instance, law #3 directly contradicts #1 ("it is not important to be first, as much as it is important to be perceived as the first")

Some of the examples, such as Trump and New Coke, are repeated multiple times. Is it that hard for the authors to substantiate their laws using a variety of examples?

Finally, the examples from the book are all from early 90's and quite outdated.

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  • Cheryl M.
  • 12-01-15

Great information, but a little dry

Would you listen to The 22 Immutable Laws of Marketing again? Why?

Really, really useful information in here, the laws are very true and very clearly defined, however the tone of both authors who are reading the book can be a little monotonous, and therefore a little hard going. Being a short listen its not too much of a problem

What do you think the narrator could have done better?

A little more vocal variety.

Was there a moment in the book that particularly moved you?

Its all really good information

Any additional comments?

Its a really good short book, it was very useful for me to have a look at the rules as they were describing them, I found on a good search some fantastic mind maps of the rules. Would be fantastic if this could be included with the purchase of the audible book. as a downloadable PDF.

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  • Lisa & Josh
  • 07-24-15

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.

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  • S. Nanra
  • 11-03-13

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.

  • Overall
  • Gregorious
  • 04-13-13

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