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Publisher's Summary

There are laws of nature, so why shouldn’t there be laws of marketing?

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

©1993 Al Ries and Jack Trout (P)2014 HarperCollinsPublishers

Featured Article: 20 Best Marketing Audiobooks for Conquering the Industry


Though it may seem effortless, behind every advertisement and promotion is an entire team of professionals making a series of choices in order to convey a given message or sell a particular product. Honing your marketing skills and learning insider secrets is a surefire way to reach people and make your voice heard at work and beyond. We’ve curated a list of the top 20 marketing audiobooks to help you master the ins-and-outs of the industry.

What listeners say about The 22 Immutable Laws of Marketing

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Highly recommended, but could use an update.

This is one of those books hat everyone says you need to read in marketing or business, and having now listened to it,I would have to agree. That said though, I would love to read or listen to an up to date version of this book.

Many of the companies and examples that they use are in a very different position than they were when this was written, and while we can still learn so much from their history, a lot has changed in the marketing industry. In particular, I would love to hear what they have to say about the rise of social media and digital marketing, as well as a boom in startups and accessibility.

Furthermore, in my opinion, you can't write a current book on marketing and business and not talk about Google.

31 people found this helpful

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Needs Updating

Most of the core content is solid but it's badly in need of a revised version. Originally written around 1992 so their examples of success are antiquated. When one of their examples of a "poorly" created marketing strategy of a company that "probably will struggle" is Microsoft....it makes you question everything they say.

15 people found this helpful

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Outdated!

Book contains some decent advice but the examples given throughout the book are so outdated and many have proven to be wrong over the past 20 years, that they immediately put into question the theories the authors propose to be laws. Because of how old the book is, it also completely disregards how marketing has changed with the rise of the internet

11 people found this helpful

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Would've been outdated in the 1600s

They somehow stretched one sentence: "occupy a unique place in the minds of consumers", which had already been stretched into an entire book (Positioning) into 22 rules. Although to be fair, they did also include a few terrible generalisations (every market becomes a 2 horse race eventually) and clichés (don't get arrogant) for good measure.

10 people found this helpful

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Nice book but old examples

Some examples are so old and not correct.. Saying Microsoft won't have the leading word processor or spreadsheet application is just not true.

8 people found this helpful

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Finely structured marketing book

Would you consider the audio edition of The 22 Immutable Laws of Marketing to be better than the print version?

I've read several marketing books before and browsed through thousands of articles, but this one is my favorite so far. Well structured and defined, providing great examples from the real world, focusing on the specific rules that you need to follow in order to prevent failure.

8 people found this helpful

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Out dated

I will never buy one of his books again. It's easy to pick company's who fit this book. I can also pick many where the guy who started second is winning. And how's that Trump bashing going??? With his 10 billion dollars lol

2 people found this helpful

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Heavily outdated but I'm using at the same time

I enjoyed this but all of the examples were circa 1991 and before. Some of the examples of great companies are now out of business. Some that were predicted to fail are now great successes. Nevertheless some great timeless advice.

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Engaging!

I loved the Law of Focus! Very important to me in terms of strategy.

1 person found this helpful

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Dated but I love it.

This book is obviously (painfully) from the early 90s, but it makes the references more fun (especially Donald Trump as a failure). However, the laws ring true. Past success can lead to future failure. This books laws apply to humans period, not just marketing. It's invaluable.

1 person found this helpful

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  • Fred Akele
  • 08-02-15

very useful read

I really liked this book and I will recommend it to anyone getting started with marketing and branding. The fact that there were 2 narrators made the read feel interactive for some reason. I have to admit that it is my first time listening to a read with 2 narrators. Good job. The main take home message of this book for me was the law of focus and the fact that owning a word in the mind of your prospects was gold!

2 people found this helpful

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  • MB
  • 01-04-22

Useful material for marketing brainstorm

We are working on our company's marketing strategy and this book was a good resource for ideas how to approach different marketing matters. The authors do not hesitate to express strong opinions. However some of the "immutable" laws have clearly not stood the test of time, so one needs to apply them with caution.

1 person found this helpful

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  • Another Con
  • 10-13-19

Can't hack the narrator. 30 seconds in.

it's 2019 and they've found a TV voiceover actor from the 60s. I couldn't begin to cope with the ingenuity in the voice. Time for a modern voice over upgrade. Someone that can talk with conviction.

1 person found this helpful

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  • Amazon Customer
  • 10-01-18

Outdated and entitled

Rather outdated and somewhat narrow minded advice presented in an entitled way. Granted there were a few gems of advice in the book, but otherwise not worth the time

1 person found this helpful

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  • Chris
  • 05-19-17

Great book

Some of the examples are a bit out of date but the principles are all still valid. Very concise and to the point with no fluff

1 person found this helpful

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  • S. Witt
  • 01-15-17

Great concepts and easy listen

Brilliant book with some comical references to Donald Trump (as book is clearly a little out of date) but none the less very thoughtful.

1 person found this helpful

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  • Thomas Wall
  • 05-18-16

Dated, but still some solid advice.

Very dated, lots of examples that were relevant in the 80's but none existent today. Still a very informative book.

1 person found this helpful

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  • Kim
  • 01-27-22

timeless insight

read it if you're not a competitor;-) great book on marketing and some Donald Trump

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  • Jen
  • 01-12-22

Not bad

There are some good nuggets in this short book but it is certainly showing its age after 30-years.

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  • Emad
  • 01-07-22

A bug where one of the chapters repeats itself

Like mentioned by others this maybe an old book but much of what is spoken about still holds true today. It's like the 48 laws of power but for marketing.

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  • Amazon Customer
  • 02-09-22

The. Oil hasn’t aged well

The issue with this book are the examples which haven’t aged well and works against the narrative and the points that are being made and ultimately make it difficult to validate the points. The book should most probably be updated and not try an pick winners that might be successful now but not in the future.

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  • Luke
  • 04-20-21

Take with a grain of salt

There were a lot of good points and I definitely took away some ideas to implement at my company. However, many of the laws were based on conjecture and have been proven incorrect over time. Lauding Blockbuster and Toy R Us, whilst criticising IBM and Microsoft doesn't do the author's any favours.

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  • Damo
  • 09-29-20

Dated examples but message still relevant

Easy to listen to and also a good choice of narrator for subject matter.

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  • Hemi Hara
  • 07-16-20

Amazing

I wish I had read this when it came out. Although listening to it now was a good opportunity to reflect on the changes it would have been a huge benefit.

I've finished once and I'll go again straight away

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  • sowdri
  • 12-11-19

Insightful

This book is quite old and in fact the first edition has been released in 1993, so be prepared to listen to very old examples, but still I found this immutable laws still relevant. I would call this book a timeless classic

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  • Amazon Customer
  • 02-01-19

Amazing book, outdated bit still relevant.

priceless book. timeless advice.

it is from years ago and many things have changed since this was written so a current edition would be immeasurably valuable.

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  • Omkar
  • 11-09-18

Excellent insights but not much detail on few laws

Good book great insights on brands and how to win but few modules are missing full insights

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  • Yat Pang
  • 11-08-16

fantastic marketing content overall

fantastic marketing content overall, a little on the short side. highly recommended if you are interested in marketing.