The 22 Immutable Laws Of Marketing Paperback – 24 Oct. 1994

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 countsFirst, 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.

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sense advice in a quick and easy read.As mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more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.

The 22 Immutable Laws of Marketing is a great, concise read packed with valuable insights. It's a small book that's easy to carry around, perfect for quick reference. The font isn’t my favorite, but it’s easy enough to get used to given the quality of the content. Worth picking up for anyone interested in marketing fundamentals!

This book, will make you understand why businesses of all kinds constantly fail and fall into the same traps that this book spells out in plain sight.Break the immutable laws at your own peril... or of your business.

At first, I was dubious. But after some contemplation, I bought this book and devoured it the moment it arrived.This is a fantastic book full to the brim with valuable information that can help all kinds of businesses up the ante on their marketing efforts instead of stumbling in the dark. If you want to up your game when it comes to marketing your business or service, then this is a must-read book!

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

Book came in great condition and is definitely worth a read!

Nice and short, what I learnt from this—and especially gaining 22 critical laws of marketing. I strongly recommend everyone give this a read.