Product Description

Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.

Product Details

• Amazon Sales Rank: #39287 in Books
• Published on: 1994-10-24
• Original language: English
• Binding: Paperback
• 160 pages

About the Author
Jack Trout runs a marketing consulting firm in Greenwich, Connecticut with Al Ries. They are the authors of the bestsellers Positioning, Marketing Warfare, Bottom-Up Marketing and Focus.

Customer Reviews

If you only ever read one book on marketing. Read this one
Even Einstein said "if you can't explain it simply, then you don't understand it". This book is the simplest explaination of what really matters in marketing and while you can read the most complex detailed marketing texts in the world, if you read this book in 30minutes you know most of what you need to know. If you are in marketing, this book is invaluable - if you ever need to present to a non-marketing audience, your presentation is already written for you, or better still give copies of it to your team or your colleagues. If you are not in marketing, read this book for invaluable and straight to the point insight.

Needs to be updated
I found this book very interesting and really easy to read, but the examples need updating. Things have changed a bit in the last 11 years (this book was written in 1993) and reading things like "Microsoft is the leader in personal computer operating systems, but it trails the leaders in each of the following major categories: spreadsheets (Lotus), word processing (WordPerfect) and business graphics (Harvard graphics)" can't fail to put a smile on your face. I think that the laws still hold true though. One more thing: the book has been written by Americans for Americans and certain brands mentioned in it are not well known in Europe, if at all. It's still worth reading, in my opinion.

The best book on marketing I have ever read.
And I have read a lot!

If you only ever read one marketing book, make it this one. This book is excellent in the way it details the foundations of marketing in one easy to read and fun experience.

My only criticism is that the authors might have put the case forward for when "line extension", an obvious pet hate of the authors, can and does work.

I have a copy of this book at home and at work and always think of the 22 laws when looking at new products or business ideas.