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Publisher's Summary

There are laws of nature, so why shouldn’t there be laws of marketing?

As Al Ries and Jack Trout - the world-renowned marketing consultants and best-selling authors of Positioning - note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn’t there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of 22 innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.

©1993 Al Ries and Jack Trout (P)2014 HarperCollinsPublishers

What members say

Average Customer Ratings

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Highly recommended, but could use an update.

This is one of those books hat everyone says you need to read in marketing or business, and having now listened to it,I would have to agree. That said though, I would love to read or listen to an up to date version of this book.

Many of the companies and examples that they use are in a very different position than they were when this was written, and while we can still learn so much from their history, a lot has changed in the marketing industry. In particular, I would love to hear what they have to say about the rise of social media and digital marketing, as well as a boom in startups and accessibility.

Furthermore, in my opinion, you can't write a current book on marketing and business and not talk about Google.

11 of 11 people found this review helpful

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Finely structured marketing book

Would you consider the audio edition of The 22 Immutable Laws of Marketing to be better than the print version?

I've read several marketing books before and browsed through thousands of articles, but this one is my favorite so far. Well structured and defined, providing great examples from the real world, focusing on the specific rules that you need to follow in order to prevent failure.

8 of 8 people found this review helpful

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Needs Updating

Most of the core content is solid but it's badly in need of a revised version. Originally written around 1992 so their examples of success are antiquated. When one of their examples of a "poorly" created marketing strategy of a company that "probably will struggle" is Microsoft....it makes you question everything they say.

12 of 13 people found this review helpful

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Outdated!

Book contains some decent advice but the examples given throughout the book are so outdated and many have proven to be wrong over the past 20 years, that they immediately put into question the theories the authors propose to be laws. Because of how old the book is, it also completely disregards how marketing has changed with the rise of the internet

8 of 9 people found this review helpful

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Nice book but old examples

Some examples are so old and not correct.. Saying Microsoft won't have the leading word processor or spreadsheet application is just not true.

6 of 7 people found this review helpful

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Dated but I love it.

This book is obviously (painfully) from the early 90s, but it makes the references more fun (especially Donald Trump as a failure). However, the laws ring true. Past success can lead to future failure. This books laws apply to humans period, not just marketing. It's invaluable.

1 of 1 people found this review helpful

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I'd buy the one with author's voice

hardly any emotion in Speaker's voice
there is another one for half the price by the author himself

1 of 1 people found this review helpful

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Would've been outdated in the 1600s

They somehow stretched one sentence: "occupy a unique place in the minds of consumers", which had already been stretched into an entire book (Positioning) into 22 rules. Although to be fair, they did also include a few terrible generalisations (every market becomes a 2 horse race eventually) and clichés (don't get arrogant) for good measure.

9 of 14 people found this review helpful

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Informative

Absolutely changed my perspective on marketing. Great book!!! looking forward to more marketing training. Awesome.

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Disappointed - stale

Would you try another book from Al Ries and Jack Trout and/or David Drummond?

yes, if it were from this century
- the recording is 2014 but of a book from 1994 - I wish I'd known the content was so damned outdated.

What was the most interesting aspect of this story? The least interesting?

not a story

What about David Drummond’s performance did you like?

he's ok, working with the material he's got

If this book were a movie would you go see it?

no

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  • Fred Akele
  • 08-02-15

very useful read

I really liked this book and I will recommend it to anyone getting started with marketing and branding. The fact that there were 2 narrators made the read feel interactive for some reason. I have to admit that it is my first time listening to a read with 2 narrators. Good job. The main take home message of this book for me was the law of focus and the fact that owning a word in the mind of your prospects was gold!

2 of 2 people found this review helpful

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  • Thomas Wall
  • 05-18-16

Dated, but still some solid advice.

Very dated, lots of examples that were relevant in the 80's but none existent today. Still a very informative book.

1 of 1 people found this review helpful

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  • Chris
  • 05-19-17

Great book

Some of the examples are a bit out of date but the principles are all still valid. Very concise and to the point with no fluff

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  • S. Witt
  • 01-15-17

Great concepts and easy listen

Brilliant book with some comical references to Donald Trump (as book is clearly a little out of date) but none the less very thoughtful.

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  • Iain Baxter
  • 05-30-16

Outdated

This is decades out of date. Digital technology has revolutionised marketing and this book predates it.

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  • Lean Rasmussen
  • 09-27-15

Great book audia quality oddness

What made the experience of listening to The 22 Immutable Laws of Marketing the most enjoyable?



The book is great and is a must read for anyone starting a company or working with marketing.

Any additional comments?

The quality of the sound is different from the phone version to the computer version. The phone version is way better where the computer version sounds almost robotic.

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  • Yat Pang
  • 11-08-16

fantastic marketing content overall

fantastic marketing content overall, a little on the short side. highly recommended if you are interested in marketing.