The 22 Immutable Laws of Marketing audiobook

For the summary, please email / PM me. 1: The Law of Leadership: It’s better to be first than it is to be better.2: The law of category: If you can’t be first in a category, setup a new category you can be first in. 3: The law of the mind: It’s better to be first in the mind than to be first in the market place4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s mind.6: The Law of Exclusivity: Two companies cannot own the same word in the prospect’s mind.7: The law of ladder: The strategy to use dependent on which rung you occupy on the ladder.8: The Law of Duality: In the long run, every market becomes a two-horse race. 9: The Law of the opposite: If you’re shooting for second place, your strategy is determined by the leader. 10: The Law of Division: Over time, a category will divide and become two or more categories. 11: The Law of perspective: Marketing effects take place over an extended period of time. 12: The Law of Line Extension: There’s an irresistible pressure to extend the equity of the brand. 13: The Law of sacrifice: You have to give up something in order to get something. 14: The Law of Attributes: For every attribute, there is an opposite, effective attribute. 15: The Law of candor: When you admit a negative, the prospect will give you a positive. 16: The Law of singularity: In each situation, only one move will produce substantial results. 17: The Law of unpredictability: Unless you write your competitors’ plans, you can’t predict the future. 18: The Law of success: Success often leads to arrogance, and arrogance to failure. 19: The Law of failure: Failure is to be expected and accepted. 20: The Law of hype: The situation is often the opposite of the way it appears in the press. 21: The Law of acceleration: Successful programs are not built on fads, they’re built on trends. 22: The Law of Resources: Without adequate funding an idea won’t get off the ground.

It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions.Reading some books is like learning a new language, you understand things you didn't before and you see things, you didn't see before "the 22 immutable laws of marketing" is definitely one of them. Besides these, knowing about marketing can have significant implications for your personal lives as well a couple of which I'll point out throughout this review.Since first I started reading about "Cognitive Science", it's fascinating how counter-intuitive many things in life are and the same holds true for marketing. This book, envelops 22 principles of marketing which is the result of a 25 years experience. Very concise and illuminating, the authors explain each law followed by several examples of businesses who followed or violated that law along with the consequences of their actions. Here are a gist of the important laws and I think the other ones are an interplay or derivation of these laws.The law of leadershipAccording to this law, the first company who starts with an idea, will always own the major market share. Once a name captures the prospects' mind, nothing can change it. The other reason is that people associate the name of the first brand to the idea. For instance Xerox, still many people use the name xerox when they want to ask for a copy. Well, does it mean when some company (like coca-cola) starts a coke business, its over for the others? No, if the newcomers exploit the other laws.The basic issue in marketing is creating a category you can be first in. It's much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.The law of the categoryIf you can't be first in a category, set up a new category you can be first in. When you lunch a new product, to compete the first-comer, you must NOT ask yourself: "How is this new product better than the competetion?" but "First what?" In other words, what category is this new product first inProspects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories.For instance, IBM was first in computers, DEC established itself as first, in minicomputers...The law of the mindIt's better to be first in the mind than to be first in the market place. This law supports the first one. marketing is the battle of perception, not product. The fist one who reaches the minds of the prospects, wins the position. You can't change the mind once it's made upif you want to make a big impression on another person, you cannot worm your way into their mind and then slowly build up a favorable opinion over a period of time. The mind doesn’t work that way. You have to blast your way into the mind.The reason you blast instead of worm is that people don’t like to change their minds. Once they perceive you one way, that’s it. They kind of file you away in their minds as a certain kind of person.The law of perception This is one of my favorites:It’s an illusion. There is no objective reality. There are no facts. There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion. Marketing is a manipulation of those perceptions.The law of focusContinued ...

I love this book. The laws are still applicable and will be applicable 25 years from now.

The 22 Immutable Laws of Marketing is a great book. It's very small and easy to read. The chapters start with words of wisdom. Some of them are counter intuitive and makes complete sense. Few Quotes that I liked. Hype is hype. Real revolutions don’t arrive at high noon with marching bands and coverage on the 6 p.m. news. Real revolutions arrive unannounced in the middle of the night and kind of speak up on you. Capturing the imagination of the public is not the same as revolutionizing a market. Unless you write your competitor’s plans, you can’t predict the future.

The author writes in a lot of absolutes. Marketing being such a creative field, can it really be held within "immutable laws"? Nevertheless, the book has some interesting principles. Once you have read it, it's difficult to not look at businesses through those perspectives.

Ground searching and a valuable book. Not updated according to recent times.

I found this book practical and interesting, except for the last law where authors stressed the importance of money in Marketing, I mean, what happened with new wave of startups recently proved that money doesn't matter that much in marketing.However, I again believe that this is a MUST-READ book for those who want to step in the market, either they use these rules or not

Easy to understand, clearly written, high content, a variety of examples. The book leaves you wondering how can it be that most companies completely ignore them. 22 immutable laws of marketing also includes the answer: Ego, inner dynamics, hierarchical structures,... the classic capital errors nowadays, not only in the marketing realm. A must read for everybody interested in understanding more about marketing. The book provides you with a proper fundament for every marketing consideration. Violate these laws at your own risk!

Este libro es sensacional, sin duda una herramienta para cualquier profesión, empresa y corporación. Es un libro compacto, fácil de leer y abarrotado con una filosofía sobresaliente. Los escenarios que presentan hacen que el marketing convencional sea OBSOLETO.Partes de este libro son tan brillantes y densas que me encontré leyendo ciertos párrafos varias veces para captar realmente los conceptos. Me han recomendado varios libros del autor, tengo entendido que TODOS son excelente y brindan un conocimiento necesario para el crecimiento. Aunque este libro cumple mas de 30 años, todavía estas leyes siguen prediciendo el camino de muchas empresas hoy en día.Pienso utilizar este libro como referencia futura para cada uno de mis proyectos. E.D.S

A very short book on marketing principles with a few examples. The authors need to consult their thesaurus, their laws presented are not laws nor are they immutable. This book could push to 5 stars if they put more data behind their claims. Here are my favorite principles presented: Leadership: Be first, not betterCategory: Make a new category if you do not fit in existing categories. Perception: Marketing is a battle of perceptions, not products.Duality: Every market is a two-horse race. Success: Success leads to arrogance and then failure. Acceleration: Successful programs are built on trends.

For a beginner in the marketing field, I feel so lucky to start with this book.

Law 22 (it takes money to do marketing) seems obsolete or overridden by Law 17 (things are unpredictable). In the age of the Internet, we have free social media tools, and they have proven powerful.Don’t let the late 80s/early 90s brand references bother you. The point the authors are trying to make with those stories still hold true.

The only bad thing about this book is that its very old. The examples are so outdated that it's ridiculous. This books was written before Internet was anywhere in the scene! It still captures the elements of successful marketing strategies even today! I would recommend this as your second or later book on marketing.

Some of the stories are outdated as this was originally published in the 90's, but the "Laws" seem to hold true for almost all segments. There are a few statements that fall apart in rare cases such as with SaaS co's but for everyone else, this is pure GOLD. If you're in biz, read this book immediately.