Download The 22 Immutable Laws Of Marketing, by Al Ries Jack Trout
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The 22 Immutable Laws Of Marketing, by Al Ries Jack Trout
Download The 22 Immutable Laws Of Marketing, by Al Ries Jack Trout
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About the Author
Jack Trout runs a marketing consulting firm in Greenwich, Connecticut with Al Ries. They are the authors of the bestsellers Positioning, Marketing Warfare, Bottom-Up Marketing and Focus.
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Product details
Paperback: 160 pages
Publisher: Profile Books Ltd; Main edition (October 24, 1994)
Language: English
ISBN-10: 1861976100
ISBN-13: 978-1861976109
Product Dimensions:
5.1 x 0.4 x 7.8 inches
Shipping Weight: 4.2 ounces (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
420 customer reviews
Amazon Best Sellers Rank:
#219,847 in Books (See Top 100 in Books)
There are a few major points to make, but I'll keep it brief.1. It was writing about 25 yrs ago, pre-Internet. They products are both sold and marketed has changed, so you'll have to first understand his book within the written time period. Next you can then try to understand the laws as they would be applied today.Example: Law of Line Extension says that you shouldn't use same brand name as you extend product line. However, Apple is a counter example. Then again Costco has a sub-brand 'Kirkland' that is very successful. I'm not doubting the rule but it seems it may be conditional.2. The authors give examples and predictions that, with the view we have now in the future, don't play out how they expected. I think they predicted MCI to overtake AT&T as the top long distance phone company.So, just rely on your judgement as you read through the laws and really try to test (evaluate) them in the current environment.This book was recommended by many authors and podcasts I follow so that's what brought me to it. However, I now think there may have been a generation positively influenced by it 20 years ago that have since passed it down to the next generation of marketers/entrepreneurs.Nota bad book though. Read it.
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.
Like many other readers I found this book via Tim Ferris's blog. Like most things Tim Ferris, there is more sizzle than steak here.Since I am not a marketing professional, I found some of the content valuable. Especially the ideas that you need to own a single-word concept (not your brand name) in the consumer's mind, that you can't really change perceptions once formed, and that you need to define a category you are first in if the broad category is ruled by someone else.The book is pre-Internet and somewhat dated as others noticed too. This applies mostly to the corporations and products used as examples. The rules of thumb IMO remain viable. The main reason I did not give more stars is that much of the content is self evident, e.g. law of hype (hype is bad), law of resources (you need money to develop and market), etc.
Great marketing can make a company, break a company, or reestablish a company. How does the marketing professional find success? How can they repeat that success? For many marketers, they think it has to do with the brand or the size of their budget. However, we may have found that the answers are not quite what we thought.Marketing veterans Al Ries and Jack Trout give us the benefit of their many learnings from their long 30+ years careers. Al and Jack met while working in the marketing department at GE in the 1960s, and quickly became partners consulting for many top Fortune 500 and Fortune 100 companies. Their consulting jobs have taken them across the globe to work in new emerging markets, evolving markets and in the ever-changing global market.Al and Jack propose that the marketing world is governed by 22 laws that they based on their experience. They suggest that these laws can benefit any brand as long as they are honest in their assessment of their current situation and they are willing to let go of their biases and misguided ideas. I believe that by utilizing these rules, any marketing professional and company can maximize their marketing budgets and assist their companies to increase sales.
I've read a lot of books on marketing and business (and in additional to running my own medical practice for 35 years) I serve as a business consultant for all kinds of businesses and organizations. I was curious about this book because of the word 'immutable' in the title. Hard to believe that there are 22 'immutable' anythings about any topic. To my surprise, what the authors have to say is quite credible and derived from a LOT of 'real time' examples. While I didn't agree with everything purported by the authors, I got more insight and value from this book than most things I read about business and the points they make are 'take home' and not difficult to apply. It left me looking with 'new eyes' at consulting and what makes businesses successful, and that's usually what I want most for an investment of my time.
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