Summary of The 22 Immutable Laws of Marketing

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The 22 Immutable Laws of Marketing book summary


8 Overall

8 Applicability

7 Innovation

8 Style


Using actual examples and sharp analysis, Al Ries and Jack Trout offer 22 “laws” that amount to a basic, concise distillation of their marketing experience and wisdom. Their examples are pithy enough to keep the most jaded marketing person engaged. And their lessons are embedded verities that would be hard to dispute. The only drawback is that this classic may be a bit dated, so it is interesting to see how surprisingly well some of their original observations have fared over the years. getAbstract recommends this classic to anyone seriously interested in marketing. After all, you can’t ignore the law.

In this summary, you will learn

  • What the 22 constant laws of marketing are; and
  • How these laws can help your marketing plans flourish.

About the Authors

Al Ries and Jack Trout are experienced marketers, and the authors of best-selling books, including Positioning, Marketing Warfare, Bottom-Up Marketing and Focus.



The Basic Rules of Marketing
Even the best and brightest marketers at the largest corporations make huge marketing mistakes. Size does not assure error-free marketing. Big companies make as many mistakes as small firms, because the same factors cause costly mistakes at both: bad assumptions...

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    Vladimir Petek 6 years ago
    Everyone is interested in what's new. Few people are interested in what's better. One of my all-time favorite and an extremely worthwhile read by Al Ries and Jack Trout.
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    Kathleen Holiday 6 years ago
    good sound advice
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    Peer Stein 7 years ago
    simple und schnell phs

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