The 22 Immutable Laws of Marketing

Violate Them at Your Own Risk!

Al Ries, Jack Trout

Publisher: HarperCollins, 1993, 143 pages

ISBN: 0-88730-592-X

Keywords: Marketing

Last modified: Sept. 1, 2009, 10:17 a.m.

Calling upon their forty-plus years of marketing expertise, Ries and Trout, the best-selling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing, have identified the definitive rules that govern the world of marketing.

Combining a wide-ranging historical overview with a keen eye toward the future, the authors have brought to light 22 superlative tools and innovative techniques for the international marketplace. The real-life examples, commonsense suggestions, and killer instincts of these two world-renowned marketing consultants are nothing less than laws by which companies will flourish or fail.

The authors explore marketing campaigns that have succeeded and those that have failed, describing in detail the reasons why companies that have become corporate giants have split off from the pack and explaining why some good ideas never lived up to expectations, while offering their own ideas on what would have worked better.

With irreverent but honest insights, Ries and Trout provide advice that oftentimes flies in the face of conventional, but not always successful, wisdom. Some examples:

  • The Law of Candor: Tell the consumer your problem, point out the negatives, and be honest with your audience if you want to look better in their eyes.
  • The Law of Line Extension: When you try to be all things to all people, you inevitably wind up in trouble. Companies that overextend themselves consistently lose market share.
  • The Law of the Ladder: The battle isn't lost if you fail to be No. 1. Sometimes it's better to be a small fish in a big pond than a big fish in a small pond - only then are you able to examine the weaknesses of your superior competitors at close range.

With engaging candor and respected authority, Al Ries and Jack Trout share their rules for certain success in the international world of marketing.

  • Introduction
  1. The Law of Leadership
  2. The Law of the Category
  3. The Law of the Mind
  4. The Law of Perception
  5. The Law of Focus
  6. The Law of Exclusivity
  7. The Law of the Ladder
  8. The Law of Duality
  9. The Law of the Opposite
  10. The Law of Division
  11. The Law of Perspective
  12. The Law of Line Extension
  13. The Law of Sacrifice
  14. The Law of Attributes
  15. The Law of Candor
  16. The Law of Singularity
  17. The Law of Unpredictability
  18. The Law of Success
  19. The Law of Failure
  20. The Law of Hype
  21. The Law of Acceleration
  22. The Law of Resources
  • Warning


The 22 Immutable Laws of Marketing

Reviewed by Roland Buresund

Excellent ********** (10 out of 10)

Last modified: May 21, 2007, 3:25 a.m.

A classic book. Read it or else you may not claim to understand marketing …


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