The 22 Immutable Laws of Marketing

Violate Them at Your Own Risk!

by Al Ries , Jack Trout

Number of pages: 143

Publisher: Harper Business

BBB Library: Sales and Marketing, Business Classics

ISBN: 978-0887306662

About the Authors

Al Ries : Al Ries is a marketing professional and author. He is also


Jack Trout : Trout started his business career in the advertising department of General


Editorial Review

Dedicated to the elimination of myths and misconceptions from the marketing process; those are the first words written by Al Ries and Jack Trout, as a prelude to a business classic book that has long since influenced marketing thought forever. Right from the very beginning, this book touches a nerve when it comes to mainstream, academically-rooted ideas about promotion and business growth.  Providing applicable action guidelines, the authors provide their 22 lessons as laws to follow, anyone seeking a practical and instant growth in their marketing results should read and apply those priceless laws.

Book Reviews

“The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is a timeless short book on the common pitfalls of marketing.” – Culttt

“In this most recent book they argue that the market position of a product or service in the perception of the customer is everything, and offer up twenty-two "immutable" laws of marketing that to them demonstrate this fundamental point.” – Consulttci

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Wisdom to Share

Newer is much superior to being better when it comes to marketing.

What people perceive is simply what they believe.

Truth, when it comes to products, is relative. It's relative to how people think.

Changing people minds once they are made up is almost impossible.

The product that secured the No. 1 position in the market dictates how the following ones appear to consumers.

Overnight success is a rare occasion in the business world, and it's even rarer when it comes to marketing products.

Avoid being tempted to build on past and current success, trying to become everything for everybody.

Earth provides enough to satisfy every man's needs, but not every man's greed!

This is human nature, if someone admits his shortfalls; we are more open towards accepting him and viewing him in a positive light.

Winning moves are the unexpected ones.