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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
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Customer Reviews

Most Helpful
5 out of 5 stars
By Z on 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.

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12 of 13 people found this review helpful

2 out of 5 stars
By E. Smakman on 03-16-10

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 It is old and although not outdated, has lost most of its sparkle.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

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3 of 3 people found this review helpful

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Customer Reviews

Most Helpful
4 out of 5 stars
By G. Jones on 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.

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1 of 1 people found this review helpful

5 out of 5 stars
By Amazon Customer on 04-15-18


Truth backed by empirical evidence. Succinct, with all the laws backed up with well-known examples to illustrate.

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