The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two

By Al Ries and Jack Trout

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.

• Language: English
• Publisher: HarperCollins
• Release date: Oct 13, 2009
• ISBN: 9780061798177

Al Ries

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 the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Reviews for The 22 Immutable Laws of Marketing

[Daneeshan Srithar · Rating: 5 out of 5 stars]

must read for marketers. you cannot call yourself a marketer unless you even read this book.

[Larry Bloodworth · Rating: 5 out of 5 stars]

Although dated, the book makes a clear case for rules of the game of marketing. No seat-of-the-pants guesswork. Well written and concise. A very easy read in one sitting. A recommended read.

[JaLeigha Williams · Rating: 3 out of 5 stars]

It's a good book to go over certain concepts, but you really can just get the cliff notes of it and still be fine. A LOT of the book is just examples of companies that tried or failed to try the different laws and statistics about how those attempts or failures to attempt went for the companies in question. This book was first written in 1993 so a lot of the references are outdated such as the fate of Donald Trump or the unlikelihood that anyone would ever want a "videophone;" considering that Donald Trump is now president and smartphones are pretty much the only type of phones that exist these days. Aside from that, it is a good read.

[Jin Chi Tan · Rating: 5 out of 5 stars]

Simply but crucial marketing must-know for all marketers. Often we place too much emphasis on complicated marketing campaign execution that we forgot about the importance of keeping the foundation of every marketing campaign strong and solid.

[Venkatesh Rao · Rating: 5 out of 5 stars]

Concise and To the point.. Must read for every marketer

[Louise Buenagua · Rating: 4 out of 5 stars]

Found it helpful, something that'll make you stop and think. However, some might not work in today's market and economy

[Narcis Mirandes · Rating: 3 out of 5 stars]

The book was published in 2009. I read it in 2019. The narrative relies on examples, and many of them become outdated. On the other side, I am in Europe, and the market is different from America in many ways, and all the examples are related to the USA.

In spite of that, I like the book, and many things are still very useful in today marketing.

It is a kind of book that I like to read slowly and think about it. I read one or two chapters every time. If I read that in one shot I would lose many things.

[Candice du Preez · Rating: 5 out of 5 stars]

As a novice in business and how to market said business, I have to say that this book was a very good read. I would be remiss if I didn't mention that I have been reading tons of other books about marketing and that reading this one after all of those other books did make the concepts in this book land in more fertile soil. It gave me ideas on how to further flesh out my marketing and the messaging I craft.

[lennyodhiambo · Rating: 4 out of 5 stars]

A short-form informative summary of marketing....a good read indeed!

[Tomas Laurinavicius · Rating: 4 out of 5 stars]

A quick and practical read on the laws of marketing that are not that easy to implement but can have a huge impact on any business. Some examples are outdated and hard to relate.

[jfe16 · Rating: 5 out of 5 stars]

In what at first appears to be a burglary gone wrong, At first, the murder a successful Wall Street trader and his family appears to be a burglary gone wrong. Then another financial executive dies in a suspicious “suicide.” Ty Hauck left law enforcement and is now an investigator works for a major private security firm. As he investigates the deaths, he uncovers an international financial conspiracy and discovers that the miscreants will kill anyone who gets in their way.With its fast pace and building suspense coupled with convincing characters, makes this a book that will give readers much to enjoy.Recommended.

[pandareads · Rating: 3 out of 5 stars]

I don't normally pick up books like this, I have to be in a rare mood to read a thriller, but something about the Goodreads description intrigued me to enter the giveaway and lo and behold, I won. This book is apparently third in a series, but that fact had no impact on the storyline at all. It read like it's own, independent novel and it was a nice change of pace from what I have been reading lately.When a friend from investigator Ty Hauck's past is murdered, he finds himself trying to solve the case and is thus drawn into a much larger mystery involving the collapse of the economy. Together with government agent Naomi Blum he travels the world to find out once and for all what's going on and to bring justice to his deceased friend.The plot line was intricate and could be seen from several different points of views of various characters. It read like a movie and was definitely a page-turner right through the bitter end. Just when you think things are winding down -BAM!- they're not and I loved that. What's more, you can tell Gross is a student of James Patterson because of the chapter length. I love short chapters, they really keep a novel moving in my opinion. Overall, glad to have won and read it.

[livelylady · Rating: 5 out of 5 stars]

An ex-policeman working in a private financial firm becomes involved in the investigation of two prominent banking heads who are killed. His investigation gets him involved with the US government and takes his chase around the world. So very good. Grabs you from the start. So typical Andrew Gross!

[delphimo_1 · Rating: 3 out of 5 stars]

I have never read a novel by Andrew Gross, but have enjoyed Gross's joint ventures in writing with James Patterson. Gross and Patterson both employ the short chapter that tricks a reader into completing another chapter. Both men utilize a range of characters and settings that force the reader to continue reading just to discover what is happening. This novel centers on a worldwide plot to topple the financial world that reeks of reality. Has the world become like King Midas who never has enough power and wealth? As usual, both Patterson and Gross write a fast paced novel that demands that the reader stop and think about the world's corrupt practices.

[emigre_1 · Rating: 5 out of 5 stars]

elaborate thriller set in a world where everything is connected, where not just bullets can kill people. highly plausible how things could happen as described.

[miyurose_1 · Rating: 3 out of 5 stars]

This wasn’t too bad. You can definitely tell Gross is a student of James Patterson’s method, because the book is filled with short and punchy chapters. He’s done a good job capitalizing on the current economic climate, showing us a worst-case scenario, of sorts. Unfortunately, financial storylines tend to make my brain shut off, so I should have known that I wouldn’t love this. The good thing is, I was able to follow what was going on enough to get it. Hauck isn’t a bad character — he’s one of those guys that just can’t leave well enough alone. I kept expecting more of a romantic interlude with Naomi, based on the way he described and reacted to her, and that colored my opinion of him a bit. After all, he has a girlfriend at home. That line is never crossed, but I’d be surprised if this is the last you see of Naomi Blum. Speaking of surprises, I wasn’t surprised by any of the twists, even the final one about Ty’s true connection to April. Frankly, it was obvious almost from the start.

[kraaivrouw · Rating: 2 out of 5 stars]

Andrew Gross has had a seven-year partnership with James Patterson and it shows. I'm mixed about James Patterson who I thought wrote some great books early in his career - the first Alex Cross books were truly outstanding thrillers - and then became, quite frankly, a hack spewing out indifferent thrillers back-to-back. Andrew Gross has benefited in a sense from both sides of this equation - he's definitely learned the elements of a successful thriller and he's definitely learned to spew out the formula. You can probably guess that I'm not impressed with the latter half of the equation.I read a lot of thrillers and many of them are very good. Sure, they follow a formula, but the best ones go beyond that to deliver both plot and characters that make you want to keep turning the pages. Unfortunately for me this just didn't deliver anything beyond the average. The plot premise was definitely interesting: What if the recent economic crisis was actually evidence of a complex terrorist action targeting the financial sector? It's an idea with a lot of promise - a sort of Law and Order ripped from the headlines kind of thing (and I do love Law and Order).Where the problems come is in the characters who are pretty lackluster and typical. Yes, yes, the intrepid hero is intrepid and, well, heroic. Yes, yes, the government agent is female, skinny, and model-beautiful - can you see the TV mini-series being cast? If the book was skewed more towards the female agent, it'd be on Lifetime, but since it's skewed towards the intrepid hero think FX.Don't get me wrong, this was fairly entertaining, but not entertaining enough to keep me up reading and that's the minimum requirement for me to think it was a great thriller.

[twertz-1 · Rating: 4 out of 5 stars]

Excellent book. Good pace/rhythm. I will definitely read more Gross.

[James Rodriguez · Rating: 5 out of 5 stars]

Great book for anyone creating a new product/service!

[Kishor Biswas · Rating: 5 out of 5 stars]

marketing strategy