The 22 Immutable Laws of Marketing Book By Al Ries and Jack Trout (PDF-Summary-Review-Online Reading-Download)


The 22 Immutable Laws of Marketing Book By Al Ries and Jack Trout
There are laws of nature, so why shouldn't there be laws of marketing?

As noted by Al Ries and Jack Trout, world-renowned marketing consultants and best-selling authors of Positioning, you can build an impressive aircraft, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, should there not be marketing laws that must be followed to launch and maintain winning brands? The 22 Immutable Laws of Marketing, Ries, and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership to The Law of Category, to The Law of Mind, these valuable ideas stand the test of time and present a clear path to successful products. Rape them at your own risk.

Book Summary
The following summary of Al Ries's 22 Immutable Laws of Marketing is intended to be concise, reminding me of high-level concepts and not trying to recreate the entire book. This summary is basically a bunch of notes and lessons paraphrased or quoted directly from the book and does not contain my own thoughts.

• When a company makes a mistake today, footprints quickly appear on its back as the competition runs away with its business. To regain business, the company has to wait for others to make mistakes and then figure out how to exploit the situation.

• The way to avoid making mistakes in the first place is to make sure your programs are in tune with marketing laws.

• There are laws of nature, so why should there not be marketing laws? You can build a great-looking airplane, but it won't take off unless it complies with the laws of physics, especially the law of gravity. You can build an architectural masterpiece on a sand dune, but the first hurricane will undermine your creation. Therefore, you can build a brilliant marketing program only to be knocked down by one of the immutable laws if you don't know what they are.

• Programs that work are almost always in tune with some fundamental force in the market.

Book Review
The 22 Immutable Laws Of Marketing by Al Ries is a true marketing classic recommended to me by all marketing specialists.

The book's central idea is that people's buying behavior follows certain patterns (laws) and that they have to align their marketing with those laws or risk failure. Al Ries's line of thought goes like this: There are laws of nature, so why shouldn't there be laws of marketing? He then goes on to provide many examples to illustrate the validity of the laws, as well as examples of companies that failed to ignore them.

Book Club Questions

About The Author of The Book
Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site ( has some simple tests that will help you determine whether you are a left-brainer or a right-brainer.

Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.



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