by Al Ries, Jack Trout
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Product Description
Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.
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Average Customer Review:
0 of 0 people found the following review helpful:
 The best little book on Marketing, 2010-01-07
I've read numerous books on Marketing. I must say this little gem is the very best. The book was originally written about 15 years ago so many of the examples are a somewhat outdated, but you can still see the points easily. Short chapters with fun and interesting stories on real-life companies. A very enjoyable read, yet it makes you think. Buy the book. Read the laws; and violate them at your own risk!
0 of 0 people found the following review helpful:
Good but dated, 2009-10-12
This was an easy read with simple concepts that can be put into place easily (if you ignore the politics of doing so). However, the dated examples are a bit distracting.
1 of 2 people found the following review helpful:
Slightly outdated, but some timeless nuggets, 2009-08-05
I picked up this book at the recommendation of a friend of mine. He told me that it was absolutely mandatory that I read this book immediately because I am in the process of starting a business. The "Laws" outlined in The 22 Immutable Laws of Marketing, by Al Ries & Jack Trout, are interesting and have a few gems, but the book is definitely outdated. Originally published in 1993, Ries and Trout identify many fledgling companies and predict their ultimate downfall. For instance:
"Microsoft is the leader in personal computer operating systems, but it trails the leaders in each of the following major categories: spreadsheets (Lotus is the leader), word processing (WordPerfect is the leader), and business graphics (Harvard Graphics from SPC Software Publishing is the leader).
[...]
There are ominous signs of softness in Microsoft's strategy. The Economist reported in early 1992, "Mr. Gates is putting together a range of products, based on a common core of technology, that will compete across virtually the whole of the software industry: from big computers to small ones, and from operating systems in the information engine-room to graphics programs that draw every picture for executives. Nobody in the software industry has yet managed a venture of that complexity - though IBM has tried and failed."
When you try to be all things to all people, you inevitably wind up in trouble. "I'd rather be strong somewhere, "said one manager, "than weak everywhere."
Clearly, Microsoft is now the leader not only in spreadsheets (Microsoft Excel) and word processing (Microsoft Word), but also nearly all facets of the user interface of personal and business computers. Additionally, Microsoft is a significant player in servers, mobile smart phones, search engines, among many others. Google didn't even exist at the time 22 Laws was written, but brand extension has worked remarkably well for Larry Page and Sergey Brin. (One could argue that Microsoft and Google created their own categories. If that is the case, I believe the "line extension" argument would still be voided.)
This example identifies a core weakness in the book: it was written before the rise of the internet age. Prior to the internet really taking off, marketing was a completely different animal. It cost a lot of money to market any product. It cost a lot of money to develop and launch a product (take a look at Inc Magazine's feature "The Day My Industry Died" to see a few examples of how the cost of business has plummeted since the early days of the internet). Lastly, it took a lot of money and time to grow a company. It was difficult to have the explosive growth that was experienced on a large scale late last century and early this decade.
0 of 0 people found the following review helpful:
Interesting & Informative, 2009-05-08
This book is awesome because of the 22 separate laws. It's very easy to come back to certain topics by looking thru the different laws.
It's a very quick read - it's like I'm reading Harry Potter - I didn't want to stop reading because I wanted to know what's next!
0 of 0 people found the following review helpful:
Beneficial, 2009-03-30
It is very beneficial book for those who would like to be aware of basic positioning concepts. I strongly recommend All Marketers or business owners at each level.
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