The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

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 bestselling 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 twenty-two 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.

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, 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.

David Drummond has made his living as an actor for over twenty-five years, appearing on stages large and small throughout the country and in Seattle, Washington, his hometown. He has narrated over thirty audiobooks, in genres ranging from current political commentary to historical nonfiction, fantasy, military, thrillers, and humor. He received an AudioFile Earphones Award for his first audiobook, Love 'Em or Lose 'Em: Getting Good People to Stay. When not narrating, he keeps busy writing plays and stories for children.

Jack Trout is president of Trout & Partners, a marketing firm with offices in thirteen countries and a client list that includes AT&T, IBM, Sears, Merrill Lynch, and other Fortune 500 companies. He was the first to popularize the idea of positioning products in the minds of consumers. He is a sought-after speaker and the author of numerous marketing books, including Differentiate or Die, In Search of the Obvious, Repositioning, and many others.