The 22 Immutable Laws of Marketing

4.5 4.5 out of 5 stars | 3,688 ratings

Price: 12.59

Last update: 12-24-2024


About this item

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.


Top reviews from the United States

  • Melanie
    5.0 out of 5 stars loved it!
    Reviewed in the United States on August 22, 2024
    This was a very meaty book. It’s an easy read but filled with lots of helpful information. I really appreciated that I didn’t have to search for the one nugget of gold buried in a bunch of fluff. It was all worthwhile and therefore very enjoyable to read. I even took notes so the lessons would not be forgotten.
  • Sang
    5.0 out of 5 stars Some timeless insights
    Reviewed in the United States on October 31, 2024
    Its an older book but has timeless advice. It's interesting to see how things actually turn out. Recommend for professionals and founders
  • Al
    4.0 out of 5 stars Book Review
    Reviewed in the United States on February 27, 2014
    The authors wanted this books main objectives to be straight forward. They wanted to clearly list the twenty-two laws that they have come up with to help people avoid making marketing mistakes in the first place. They wanted to open up peoples minds to these marketing laws by being straight forward to their audience and relating and using examples that everyday people know. The authors clearly label each step that is used in marketing with each chapter being each law. The chapters are clear and to the point, with examples and brands that most people know. Ries and Trout may straight forward list these “22 Immutable Laws of Marketing,” but in the entire book they don’t tell you how to apply these to your own business really. This makes me think that they are just trying to market their own book, and the brands that are talked about in it. To quote the book itself, “There us no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of customers or prospect. The perception is the reality. Everything else is an illusion (“Chapter 4”).” The authors may list all of the laws they believe cannot be ignored in marketing, like the laws of leadership, exclusivity, sacrifice, hype and resources to name a few. They then break down each section naming successful and unsuccessful brands and companies that have done each of these ‘laws’ that are unchangeable. They provide a range of topics and ideas to support their reasoning. The book is clearly written for people just starting out in marketing and it goes back to the basics. It is very easy and a fast read. The book may have been written in 1993, but it still has relevant knowledge that can sometimes be over looked by marketers who repeated do the same things. The authors took something that might normally only be broken down into what is known as the “Six P’s of Marketing” and broke Marketing down into twenty-two steps. Some may say this is not needed and drug out, but I think it gives a different outlook on the topic. A quote from the book might explain the either possible love or hate of this book, “When you try to be all things to all people, you inevitably wind up in trouble (“Chapter 12”).” This book, The 22 Immutable laws of Marketing, was a simple read. I enjoyed it and I can take away several things that I did not know before about marketing. The laws might not be ground breaking, but they can be simply overlooked at times.
  • Sotto voce
    5.0 out of 5 stars Fantastic 21st revist of 20th century business strategies.
    Reviewed in the United States on September 29, 2017
    I'd read the book when it was best seller. I recently found it referenced in an interesting context and decided to read it again.

    The re-read made me feel like a business strategy time traveler.

    This 13-some-year-old book for “Marketing” was written when the Sales, Marketing and Biz Strategy organization was silo'd. The ‘22 Immutable Laws of Marketing’ is once again making its way through academics and biz leaders as common wisdom for the whole modern enterprise. It's a guide book that should be titled "Never Do This!" while hinting at the remarkable strategies that bring us today's top brands.

    ‘The 22 Immutable Laws of Marketing’ is a quick read. The management and strategy job has evolved in interesting ways from this books timeframe. The day of the “Ad Man” fronting your enterprise’s value proposition to customers is over. The “Sale!” is made after a carefully engineered organizational effort. Marketing strategy is a discipline to be trained among everyone that answers an outside phone. Everyone now has a marketing role and here is not a bad place to start spreading the news.

    A hugely entertaining element is simply that the reader has been fast forwarded through corporate strategies tried, failed and successful. Lotus 1-2-3, VisiCalc, Amiga, Emery Air vs FedEx, Tandem, Wang ... all without smart phones or vast system networks ... strategy winners and losers make for a forensic business case ... if you've been around awhile, you won't believe the book was written just 15 years ago.
  • Breana
    5.0 out of 5 stars Good read
    Reviewed in the United States on August 10, 2024
    Enjoyed the motivated this book brought.
  • Luis Alberto Gallo F.
    5.0 out of 5 stars Easy reading and straight to the point
    Reviewed in the United States on June 30, 2024
    Easy reading and straight to the point. Also clear to be applied not only in my own venture but also the company I work for in my marketing role.
  • Gary Nickelson
    3.0 out of 5 stars Not everything is applicable for small businesses
    Reviewed in the United States on July 13, 2021
    There are some great pieces of advice, but…..The author constantly used big names as examples. Many of his laws had to do with consumer perception in marketing. I own a small fire extinguisher inspection company. 99% of the world couldn’t name even one company like mine, so many of the laws just don’t apply. This is one of those books where you can read the first few paragraphs in each chapter and would get the essence of each law.

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