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The 22 Immutable Laws of Marketing
- Narrated by: Al Ries, Jack Trout
- Length: 1 hr and 29 mins
- Categories: Business & Careers, Management & Leadership
Non-member price: $11.56
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Publisher's Summary
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What listeners say about The 22 Immutable Laws of Marketing
Reviews - Please select the tabs below to change the source of reviews.
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Overall

- Z
- 23-08-2005
Outstanding book
This is a fantastic book for anyone interested in marketing. The format is 22 rules, alternately spoken by each of the authors.
Full of great insights and interesting stories about marketing campaigns of various companies that succeeded and failed. It does however show it's age a bit in some of the examples, being nearly ten years old, but that doesn't take away from the value of the book.
Highly recommend for anyone thinking in business or thinking of starting one. Even if you're not in business, the anectdotes and stories will be interesting to most people none the less.
12 people found this helpful
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- E. Smakman
- 16-03-2010
just a list
To be expected, 22 laws is a listing of 22 laws, one at a time. Each is ok-ish, but nothing more than that if you have a business or marketing degree. It is old and although not outdated, has lost most of its sparkle. Get the 2-page outline of the 22 laws instead and you know it all.
4 people found this helpful
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- Michael J. Sovie
- 23-05-2016
outdated content
old examples undermine the content. hard to keep going, needs a total refresh. skip this one
1 person found this helpful
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- Kate
- 14-11-2011
Boring and needs updating
This is a rehash of very old stuff. If you are to put books on audible then you are beholden to your audience to be across anything new on the topic.
1 person found this helpful
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- Ryan Elewaut
- 15-09-2018
Excellent resource
Written by two of the masters in the subject. Very applicable to the smallest start ups to the largest multi-nationals... which is nearly impossible to find such a universal presentation for such a wide audience.
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- Dr. Darryl
- 08-01-2018
Great tips
Succinct, thoughtful, and thought provoking. I would highly Recommend it for developing new marketing strategies
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- Kobalt Books Ent
- 02-01-2018
Direct and to the point!
This book contained practical yet fundamental laws that I've never considered when positioning my products in the marketplace.
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- Chiranjivi
- 29-12-2017
awesome and better then the full version.
I like the emotion in the authors voice more interesting. The full version is rather boring
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- Anthony
- 15-03-2016
A Trump bashing good time
Whilst listening to this book for work, I was transported to another time. A time of New Coke, IBM, and a Donald Trump 1.4 billion dollars in debt. Generally fun to listen to, and filled with us full information.
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- Corey
- 26-06-2015
Must Read for Business Enthuisiasts
Must have facts brilliantly compiled and bound (recorded). Defiantly worth going through many times to learn inside and out.
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- G. Jones
- 03-01-2011
A decent book
Right, just to make this clear, I wasn't listening exclusively to this, I was listening to it while playing poker, so my opinion can't be trusted completely, but I was sufficiently taken with the 'book' to write a review.
It's quite short, well read and doesn't spend time labouring over insignificant details. There's nothing ground breaking in this book and the majority of it's content is based on branding and the principle of being the first to market, the first into the customers mind and therefore becoming 'The Brand' by default.
There's a lot small businesses can take from this and, although almost a cliche in marketing circles, they make some very valid points as to why 'micro niching' is better than being all things to all people.
They use many examples (in American big business) where they show a company starts with a very specific market and business, then expands only to lose what made them big in the first place and ultimately fall apart.
To summarise, short, concise, well read, sufficiently engrossing and I expect to listen to this repeatedly. I didn't give it 5 because I don't feel many who are involved in marketing will find anything particularly new.
1 person found this helpful
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- Amazon Customer
- 15-04-2018
Brilliant!
Truth backed by empirical evidence. Succinct, with all the laws backed up with well-known examples to illustrate.
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- shmichael
- 06-10-2016
outdated and unsubstantiated
The authors provide very little empirical evidence for their laws. each law is "affirmed" by 1-3 stories about companies that adhered or stayed from the "law" and the inevitable outcome. For instance, the first law cites companies such as Jeep as being successful because they were first. I could easily think of many companies who became #1 because of their product, not timing. e.g. Google.
Furthermore, if I were to believe the authors were marketing gurus and take their advice at face value, some predictions they make, for instance MCI overtaking IBM, erode any confidence I have in them.
Most laws are uninspiring and sometimes contradict each other. for instance, law #3 directly contradicts #1 ("it is not important to be first, as much as it is important to be perceived as the first")
Some of the examples, such as Trump and New Coke, are repeated multiple times. Is it that hard for the authors to substantiate their laws using a variety of examples?
Finally, the examples from the book are all from early 90's and quite outdated.
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- Cheryl M.
- 01-12-2015
Great information, but a little dry
Would you listen to The 22 Immutable Laws of Marketing again? Why?
Really, really useful information in here, the laws are very true and very clearly defined, however the tone of both authors who are reading the book can be a little monotonous, and therefore a little hard going. Being a short listen its not too much of a problem
What do you think the narrator could have done better?
A little more vocal variety.
Was there a moment in the book that particularly moved you?
Its all really good information
Any additional comments?
Its a really good short book, it was very useful for me to have a look at the rules as they were describing them, I found on a good search some fantastic mind maps of the rules. Would be fantastic if this could be included with the purchase of the audible book. as a downloadable PDF.
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- Lisa & Josh
- 24-07-2015
Marketing in a nutshell
This is a really quick and easy listen, possible to get through in a single sitting.
The content discussed is invaluable for any business person, not just the marketer.
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- S. Nanra
- 03-11-2013
Vital for everyone in business
What about Al Ries and Jack Trout ’s performance did you like?
Straightforwrd - albeit American - delivery
Any additional comments?
Gives you the reality of getting your marketing messages out there. Where to focus, what works and importantly, what doesn't.
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- Gregorious
- 13-04-2013
Great Laws
Really enjoy this book have listened multiple times and have put some into practise and it is surprising how effective they can be. I did however read Tim Ferriss first and it led me to this audible book! Be prepared to reflect on your current ways of doing things and look to improve your marketing with the use of this book! A must listen/read
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- DM
- 07-08-2017
Very outdated
Perhaps useful when it was released but I don't see why Audible are still selling this.
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