Book Review: The 22 Immutable Laws of Marketing by Al Ries

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk by Al Ries

My rating: 4 of 5 stars

A must-read for anyone who has a stake in the business decisions within a company. Al Ries and Jack Trout, just like their many other books on marketing/business strategy, have created something that lasted for three decades now, and still has many valid aspects.

It discusses 22 rules on marketing, specifically focused on category and brand behavior, along with positioning, and competition. Even though some of them are not valid or argumentative today, and more than half of the examples are outdated, the laws mentioned in the book are gold. With some prior knowledge, you can discuss all these laws by yourself, and see why the invalid ones are invalid today. This exercise also makes you

Reading this book allowed me to come up with lots of new ideas to apply to marketing and a lot of different points of view to shape the marketing strategy I’ve been working on. Hence, I suggest keeping this book close and get back to it whenever you are stuck on your strategic decisions.

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