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22 Immutable Laws of Marketing: Exposed and Explained by the World's Two Paperback – 27 April 1994

4.6 out of 5 stars 1,400 ratings

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Paperback, 27 April 1994

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About the Author

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 and 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. Their Web site ( has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.

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Product details

  • Publisher ‏ : ‎ Harper Business (27 April 1994)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 160 pages
  • ISBN-10 ‏ : ‎ 0887306667
  • ISBN-13 ‏ : ‎ 978-0887306662
  • Dimensions ‏ : ‎ 13.49 x 0.91 x 20.32 cm
  • Customer Reviews:
    4.6 out of 5 stars 1,400 ratings

About the author

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Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.

In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.

Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.

When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."

Al currently writes a monthly marketing column for and appears on the Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.

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4.6 out of 5 stars
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Top reviews from Australia

Reviewed in Australia on 12 February 2021
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Top reviews from other countries

2.0 out of 5 stars Not really useful for small businesses
Reviewed in the United Kingdom on 8 February 2019
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11 people found this helpful
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T. Powell-Morris
5.0 out of 5 stars Just loved this book
Reviewed in the United Kingdom on 30 July 2016
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4 people found this helpful
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Martin Turner
5.0 out of 5 stars Superb - albeit the same as the 22 Immutable laws of branding
Reviewed in the United Kingdom on 25 February 2008
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5 people found this helpful
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4.0 out of 5 stars Short and useful
Reviewed in the United Kingdom on 12 January 2021
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Joanne Morley
4.0 out of 5 stars Good - but similar to 22 laws of branding
Reviewed in the United Kingdom on 24 December 2008
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