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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

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    3 out of 5 stars
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    2 out of 5 stars

A little out dated.

Some interesting ideas and concepts, but a vast majority of the examples are out dated and many of the successful companies highlight are now out of business!

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  • T. M. Castagna
  • SMITHTOWN, NY, United States
  • 2015-12-01

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.

12 of 12 people found this review helpful

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  • mpeshev
  • 2014-09-07

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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  • Wes
  • 2016-06-28

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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  • Alejandro Vargas
  • 2016-09-25

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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  • shai
  • 2015-04-15

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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  • Orion Foresee
  • 2017-10-15

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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  • Chiranjivi
  • San Jose, CA USA
  • 2017-10-05

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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  • Daniel Marks
  • 2015-10-28

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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  • Jerry
  • 2018-06-21

A must for any marketing team!

If you have anything to market you must read this book! violate the laws at your own risk!

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  • blackstar
  • The Next Time Zone, USA
  • 2018-06-12

A bit dated

Solid principles to ponder for marketers in any field. But I do think some of what is described here as "immutable" has been proven otherwise. Critical listeners will have much to chew on.