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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 listeners say about The 22 Immutable Laws of Marketing

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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!

3 people found this helpful

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  • Tom
  • 2021-11-11

Outdated & Wrong

Some of this book is good, don’t get me wrong. A good third of the book, however, is the authors’ repeated assertion that a bunch of businesses will fail because they opted for a line extension strategy (this was written decades ago), and in 2021 many of those companies are now the market leaders in their industries. The companies whose strategies they praised are invariably gone (often acquired by the companies the authors said were going to fail). There’s logic to what the authors claim from a late-80s / early-90s perspective, but many of these laws of marketing have since been… muted.

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The 22 laws are solid, but the reasoning is weak

I say the 22 laws likely hold true in practice, but the author's supporting arguments are far from scientific. Huge conclusions drawn from a lot of vague data - eg. "they changed their marketing and 8 years later started to decline".
Still worth reading though.

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Outdated examples, timeless advice.

Recommended reading for anyone interested in marketing or running a business.

I’ve listened to this 3 times now and will probably keep coming back.

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Great if a little dated

This book is great. Well performed and very succinct. The only issue is that some of the examples are quite dated. But the meat of it still holds true. Would definitely recommend.

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  • T. M. Castagna
  • 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.

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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

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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.

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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.

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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 people found this helpful

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  • Johnson Arloo
  • 2021-05-21

Engaging!

I loved the Law of Focus! Very important to me in terms of strategy.

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  • Kindle Customer
  • 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.

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  • Chiranjivi
  • 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 person found this helpful

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  • Wendi West
  • 2017-08-08

Too dated

The content is too dated to be relevant today. The performance was dry and monotone

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  • Travis
  • 2017-04-26

Misleading and out dated

While at the time of writing (1990's) this book might have been relevant, this book is sold as being a 2014 release. A large number of the examples given however have been proven wrong and "promising businesses" have gone out of business. I understand that nobody can read the future but I purchased this book believing it was 2014 current. Will be seeking refund.

1 person found this helpful