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
I really liked this book and I will recommend it to anyone getting started with marketing and branding. The fact that there were 2 narrators made the read feel interactive for some reason. I have to admit that it is my first time listening to a read with 2 narrators. Good job. The main take home message of this book for me was the law of focus and the fact that owning a word in the mind of your prospects was gold!
The book is great and is a must read for anyone starting a company or working with marketing.
The quality of the sound is different from the phone version to the computer version. The phone version is way better where the computer version sounds almost robotic.
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.
"Finely structured marketing book"
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.
"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.
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
I will never buy one of his books again. It's easy to pick company's who fit this book. I can also pick many where the guy who started second is winning. And how's that Trump bashing going??? With his 10 billion dollars lol
"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.
"Would've been outdated in the 1600s"
They somehow stretched one sentence: "occupy a unique place in the minds of consumers", which had already been stretched into an entire book (Positioning) into 22 rules. Although to be fair, they did also include a few terrible generalisations (every market becomes a 2 horse race eventually) and clichés (don't get arrogant) for good measure.
the art of war for marketing. what else is there to say, i loved it.
"Marketing guy giving bad business advice!!!"
There was some good marketing advice in this book. Such as being in the minds of your customer, not trying to follow the competitors path, not changing ad campaigns often.
Then there was the business advice, IBM should only do mainframes, Microsoft should not try to compete with Lotus 123 and WordPerfect, etc. It was not mentioned in the book but Apple is a computer company and should stay out of phones and Google should stay out of the search engine business because Alta Vista was already first.
It was hard to find the few gems of marketing in all of the bad business advice.
"great easy listen"
really fascinating. will likely listen to again just to reiterate the quality information this book has to offer
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