02-03-2014, 04:12 PM
22 Immutable Laws Of Marketing
Two world-renowned marketing consultants and bestselling authors
present the definitive rules of marketing.
![[Image: Immutable.png]](https://4.bp.blogspot.com/-kBJQTVJJqi8/T7VDZfJ4IYI/AAAAAAAACms/DxMVjAWBzzM/s1600/Immutable.png)
Ries and Trout, authors of some of the most popular titles in marketing
published during the last decade ( Marketing Warfare , LJ 10/15/85;
Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up
Marketing , McGraw, 1989), continue the same breezy style, with lots of
anecdotes and insider views of contemporary marketing strategy. The
premise behind this book is that in order for marketing strategies to
work, they must be in tune with some quintessential force in the
marketplace. Just as the laws of physics define the workings of the
universe, so do successful marketing programs conform to the "22 Laws."
Each law is presented with illustrations of how it works based on actual
companies and their marketing strategies. For example, the "Law of
Focus" states that the most powerful concept in marketing is "owning" a
word in the prospect's mind, such as Crest's owning cavities and
Nordstrom's owning service. The book is fun to read, contains solid
information, and should be acquired by all public and business school
libraries. It will be requested by readers of the authors' earlier
titles.
After 10 years, this still remains a classic work
in the marketing field, and perhaps a must-read for anyone in business.
And no, unlike many reviewers I do not believe that Ries and Trout have
ever managed to redo the glory of this book in their Laws of Branding,
Laws of Internet Branding etc. Don't expect an excruciating
marketing treatise with elaborate case studies and What-If scenarios.
Expect instead 22 capsules of business wisdom, or "laws" of common sense
marketing with some brilliant examples from the real world to prove
them. In this, the book excels and is to date the briefest and best
argued work I have come across.
However, given the passion with which some reviewers comment about this
book I am inclined to offer a caveat -- please don't base your career around
it. Although I love thin, in-your-face books such as this (great reading, great
examples to bounce off) they also have a fundamental flaw: the fact that they
attempt to shove "laws" on to the ever-morphing scaffold of the business of
marketing that does not lend itself easily to codification, much less of an
"immutable" nature.
It would be a cinch to come up with examples that go against each law in
the book if you really wanted. For instance,
(1) Law of Leadership (better to be first than to be best) can be argued
against with the theory of disruptions and how first-mover advantages do
not always materialize. Why is WebCrawler not more popular than Google?
Because Google is (way) better.
(2) The Law of Sacrifice (that talks about focus, as do a couple of other
similar if not redundant laws, including, well, the Law of Focus) would not
hold much fizz in the case of many very successful conglomerates, especially
in Asian countries.
(3) The Law of the Opposite that advocates the definition of your strategy by
considering the leader's (also redundant with the Law of the Ladder, which
essentially says the same thing) can be argued by giving umpteen examples
of companies that shot from being No.2 to being No.1, some times because
No.1 filed for Chapter 11. In such cases, emulating the leader could have in
fact been detrimental.
![[Image: The-22-Immutable-Laws-of-Marketing.jpg]](http://culttt.com/wp-content/uploads/2012/05/The-22-Immutable-Laws-of-Marketing.jpg)
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Two world-renowned marketing consultants and bestselling authors
present the definitive rules of marketing.
Ries and Trout, authors of some of the most popular titles in marketing
published during the last decade ( Marketing Warfare , LJ 10/15/85;
Positioning: The Battle for Your Mind , Warner, 1987; and Bottom-Up
Marketing , McGraw, 1989), continue the same breezy style, with lots of
anecdotes and insider views of contemporary marketing strategy. The
premise behind this book is that in order for marketing strategies to
work, they must be in tune with some quintessential force in the
marketplace. Just as the laws of physics define the workings of the
universe, so do successful marketing programs conform to the "22 Laws."
Each law is presented with illustrations of how it works based on actual
companies and their marketing strategies. For example, the "Law of
Focus" states that the most powerful concept in marketing is "owning" a
word in the prospect's mind, such as Crest's owning cavities and
Nordstrom's owning service. The book is fun to read, contains solid
information, and should be acquired by all public and business school
libraries. It will be requested by readers of the authors' earlier
titles.
After 10 years, this still remains a classic work
in the marketing field, and perhaps a must-read for anyone in business.
And no, unlike many reviewers I do not believe that Ries and Trout have
ever managed to redo the glory of this book in their Laws of Branding,
Laws of Internet Branding etc. Don't expect an excruciating
marketing treatise with elaborate case studies and What-If scenarios.
Expect instead 22 capsules of business wisdom, or "laws" of common sense
marketing with some brilliant examples from the real world to prove
them. In this, the book excels and is to date the briefest and best
argued work I have come across.
However, given the passion with which some reviewers comment about this
book I am inclined to offer a caveat -- please don't base your career around
it. Although I love thin, in-your-face books such as this (great reading, great
examples to bounce off) they also have a fundamental flaw: the fact that they
attempt to shove "laws" on to the ever-morphing scaffold of the business of
marketing that does not lend itself easily to codification, much less of an
"immutable" nature.
It would be a cinch to come up with examples that go against each law in
the book if you really wanted. For instance,
(1) Law of Leadership (better to be first than to be best) can be argued
against with the theory of disruptions and how first-mover advantages do
not always materialize. Why is WebCrawler not more popular than Google?
Because Google is (way) better.
(2) The Law of Sacrifice (that talks about focus, as do a couple of other
similar if not redundant laws, including, well, the Law of Focus) would not
hold much fizz in the case of many very successful conglomerates, especially
in Asian countries.
(3) The Law of the Opposite that advocates the definition of your strategy by
considering the leader's (also redundant with the Law of the Ladder, which
essentially says the same thing) can be argued by giving umpteen examples
of companies that shot from being No.2 to being No.1, some times because
No.1 filed for Chapter 11. In such cases, emulating the leader could have in
fact been detrimental.
Password requests will be ignored. It's been answered a thousand times already. Search the forum.
Get It:
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