-11%
Roll over image to zoom in
The 22 Immutable Laws Of Marketing
£8.50£9.50 (-11%)
Al Ries and Jack Trout, two of the world’s most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn’t live up to expectations, and offer their own ideas on what would have worked better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.
Read more
Additional information
| Publisher | Main edition (24 Oct. 1994), Profile Books |
|---|---|
| Language | English |
| Paperback | 160 pages |
| ISBN-10 | 1861976100 |
| ISBN-13 | 978-1861976109 |
| Dimensions | 12.8 x 1.2 x 19.6 cm |
by Has
Great read – quick read. Opens your mind to alternative ways of marketing and how it can benefit you.
by Joanne Morley
I read this book because I had read their other book the 22 Imutable Laws of Branding and whilst there are some similarities, there is still some good stuff in here. They explain marketing in a simple way and don’t over theorise. You can still pick up some marketing gems even if you have been marketing for years. I agree with one reviewer who said marketing is “not an exact sicence” because it relies on the human mind and emotion so much. Something which is very important and is explored in
The Brighter Marketing Bible for Small Businesses
. If you really want to find out more about marketing but don’t have much time the 22 Immutable Laws of marketing is a good read.
by JP Leonardo
Nice and short, what I learnt from this—and especially gaining 22 critical laws of marketing. I strongly recommend everyone give this a read.
by Maher
Book came in great condition and is definitely worth a read!
by Laura
Makes for quite a funny read now as so many of the successful companies used as examples are now gone or doing something completely different. It’s also very American so as well as the examples being old I didn’t always know the brands as they were US based. I’m not sure if all the ‘laws’ necessarily apply these days too.
by A
Despite buying it new the book came scuffed up which was disappointing. No pages missing but not really what I paid for. Might as well get it second-hand for the quality
by MJ Powell
Just loved this book. Great common sense advice in a quick and easy read.
As mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today’s marketing strategies that should be being applied, given the rise of marketing becoming more about creating something meaningful rather than trying to bulldoze people in to buying a product just because it is manufactured by an established brand or because we’re told it’s the next big thing which is dying out as fast as the dinosaurs did.
The face of business and providing what the customer actually wants is a trend that is gathering speed, the consumer has discovered their ability to decide what works for them and put their hard earned cash in to a company that can ‘speak’ directly to them as individuals rather than as the faceless masses.
People are tired of and also becoming savvy to the fact they are being ‘sold’ to. A lot of the laws break down these tactics and highlight the ever changing face of marketing and sales.
There has been a revolution in the world of marketing taking place, lead by the likes of Seth Godin and Bernadette Jiwa on how to build brands, no matter how big or small, that consumers are welcoming in to their hearts and homes and this book is a great accompaniment to those authors and their ideas.
by Martin Turner
Twenty years ago I knew hundreds of things about marketing. Now I know just a few things. Almost all of them are in this book, and the authors crystallise them excellently.
The 22 laws is in many ways superb, but it could be criticised on three counts
First, it seems quite opinionated. Who is Ries to say that things are this way and not another way? Interestingly, basic books on marketing will cut the cake both ways, saying ‘you can do this, or you can do that…’. Top marketing books, though, written by the gurus that people in the know want to hear from, are much more in agreement. What Ries is saying may not be original, but it fairly represents the balance of opinion at the top table.
Second, the book is quite dated. It was written in 1994, and, in many ways, we’re in a different world now. On the other hand, this is no bad thing: you can look at the brands that Ries said would not prosper unless they changed their marketing, and compare them with what did prosper. Eight times out of ten Ries was right. The other two times fit perfectly with his law of unpredictability.
Third, the book is actually pretty much the same as the 22 Immutable Laws of Branding, by the same author. I’ve got both books, and I don’t begrudge Al Ries the money. The emphasis is a little different, and the one reinforces the other.
Ultimately, marketing is about distilling a distinctive promise to the consumer and then promoting it aggressively. This book is mainly about the distinctive promise and its distillation. It talks about the kinds of campaigns that this leads to, but it isn’t a how-to book for doing your first city-wide outdoor advertising campaign. There are lots of other books out there that do that — but, be warned: many of them fall into the frequent traps that Ries warns us about.
For my money, this is a book well worth heeding.