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4,4 von 5 Sternen
4,4 von 5 Sternen
The 22 Immutable Laws of Marketing
Format: Hörkassette|Ändern
Preis:31,25 €+ 3,00 € Versandkosten

am 10. März 1999
Trout and Ries are two of the most far-thinking individuals extant in the world of marketing. However, to get the most out of their later works (and, as well as this book, I highly recommend "The 22 Immutable Laws of BRANDING" by Ries and his wife), it is best to read them in the sequence in which they were written. If you don't understand "positioning" you may very well not follow the analytical process which continues with these "sequels", as evidenced by some of the negative comments from readers. First, one has to differentiate the process of "marketing" by which is meant the bringing to market, or distribution, of a product or service, and "marketing" by which is meant promotion and advertising. Microsoft and USA Today are not successful because of their advertising or promotions, but because of the manner in which their products are distributed. What these books deal with is how companies promote themselves, not distribution channels which which create an advantage in a given industry. The books deal with the establishment of an identity, a position, which will be good for years to come, not with campaigns which may increase sales in a given quarter. Why these books are so important is because, if one doesn't understand the basic concept of positioning, and the rules which logically follow it, one could easily create campaigns (or develop products to be promoted under a brand name)which actually harm or destroy the company's position in the mind of the consumer. Books by Trout and Ries should not only be required reading for those in promotion/advertising, but for all executives.
0Kommentar| 6 Personen fanden diese Informationen hilfreich. War diese Rezension für Sie hilfreich?JaNeinMissbrauch melden
am 19. September 2000
This is a very readable and pithy book. But the examples are anecdotal, and they could have been chosen to further the authors' point. Were the companies chosen to further the 22 laws, or the other way around? If the laws are immutable, as they claim, then this is a first-rate book.
A lot of what they claim has been expressed in other books I've read, including Peter Drucker: such as, keep your product line down to a few items, managers should be in the trenches, not their executive dining room, etc.
So, I haven't tested what this book advises, so can't say "It's great", but if these laws are immutable, then this slim tome could literally be worth billions of dollars to you.
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am 25. Februar 2007
Viele Jahre alt und doch aktuell. Das was hier beschrieben wird, hat in seiner Grundsätzlichkeit noch nichts an seiner Aktualität verloren. "Violate them at your own risk", diese Warnung sollten Manager sehr ernst nehmen, heute mehr denn je.

Trotz der Tatsache, dass diese 22 Marketinggesetze unter US-Perspektive geschrieben sind, auch wenn sich viele Parameter geändert haben, hier werden Grundgesetze der Vermarktung kurz und prägnant beschrieben. Viele Marketer finden hier Hilfe und können sehr leicht die Beziehung zu "ihrem" Unternehmen herstellen. Diese Grundgesetze aufgeschrieben und konsequent befolgt, bedeutet ein Basis-Rahmenwerk zu besitzen, das in der täglichen Frage wie und auf welche Weise(n) ein Unternehmen Fortschritte auf den Märkten und Werte aus ihnen ziehen kann, sehr hilfreich ist.

Kurz, prägnant, leicht verständlich und daher gut nachvollziehbar stellen diese Regeln das Konzept erfolgreicher Vermarktung dar. Einige Punkte, z.B. im Bezug auf Marktforschung, sind zu hinterfragen. Das schmälert aber den Gesamtwert kaum.

Vier Sterne deshalb, weil natürlich die Zeit seit der Erstveröffentlichung ihre Spuren hinterließ.

Klaus Oestreicher

Chartered Marketer
0Kommentar| Eine Person fand diese Informationen hilfreich. War diese Rezension für Sie hilfreich?JaNeinMissbrauch melden
am 7. März 1999
It is filled with out-of-date stories and predictions: USA Today will flop; The Commodore Amiga computer is a giant success; Hayes Modems were first and so are the leading brand; No one predicted the fall of Communism (Oh what about National Review and Bill Buckley); And most ridiculous of all -- Microsoft's strategy to beat Lotus, Word Perfect and Harvard Graphics will likely fail because it is brand extension."Brand extension" is the Ries and Trout's anathema. Every corporate marketing failure in their view comes from extending the brand name.It seems to me that Ries and Trout are right. They have overextended the "Ries and Trout" brand name by tacking it on to this "borrow-your-watch-to-tell-you-what-time-it-is" collection of contradictory war stories.
0Kommentar| 2 Personen fanden diese Informationen hilfreich. War diese Rezension für Sie hilfreich?JaNeinMissbrauch melden
am 27. Dezember 1999
The book has useful information and is very straightforward and to the point. But, the examples used are so outdated that it is difficult to determine whether some of the ideas apply in today's technology-driven marketplace. One example states that Microsoft is setting itself up to fail like IBM because it is not concentrating on just operating systems. Anyone knows that not only did Microsoft not turn into IBM, but IBM also has turned things around by changing and expanding product lines. Such examples make it seem like the authors don't know what they're talking about, but I think they do -- it just needs updated info.
0Kommentar| Eine Person fand diese Informationen hilfreich. War diese Rezension für Sie hilfreich?JaNeinMissbrauch melden
am 1. März 1999
Any person with three or more years in the marketing and/or communications business could have wrote this book. Formula = recite an issue you have faced + state the result + develop a "law" based on the result + repeat the issue you faced for reinforcement = Aren't I smart. No, they are not smart. I found several of their laws did not apply to situations I have lived through, leaving me hard pressed to call them laws, but rather suggestions. I struggle to even give this book a one. If you are interested in a true "handbook" to marketing read Harry Beckwith: Selling the Invisible.
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am 17. Februar 1998
Save money. Take a pass on your MBA Marketing degree and just read all the books by Al Ries & Jack Trout. Especially this one, followed by Bottom Up Marketing, and then Positioning: The Battle for Your Mind.
I have read this book at least 5 times (and portions of it even more) and am even more impressed every time. Furthermore, I started a business based on these Laws of Marketing, and can vouch for the wisdom that these gentlemen have been kind enough to share.
This is an absolute CLASSIC that is absolutely riveting! Don't miss it.
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am 9. Dezember 1998
I expected this book to lay out rules of marketing, to help with a marketing department. All that i found was the author's shoehorning their 'laws' into each successful business. For instance: HP, perfect marketers. IBM: poor marketers. Why? HP diversified into the laser jet business when their strength was computers. IBM diversified from the mainframe, which was a mistake. The 'laws' are self-contradictory. There is no way i would know how to make a marketing decision after reading this book. Talk about arm-chair quarterback management.
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am 18. Februar 1999
I recommend that you read POSITIONING first before reading this book. That fine work will give you the background to appreciate the "laws" here and apply them more accurately. I found THE 22 IMMUTABLE LAWS OF BRANDING to be a good extension of POSITIONING. This is one of those rare cases where reading both books will help you much more than just reading one or the other. Having read some of the comments about this book, I think that some readers may have misunderstood the points. These laws need to be applied simultaneously. Brand names need to fill very small conceptual and competitive niches, or you will fail to communicate anything of interest to your readers and listeners. Having more examples is very useful. Some other sources of stalled progress for organizations include traditions that have outlived their usefulness, unwarranted disbelief about the potential of new ideas and technologies, misconceptions about the facts that create false assumptions, unattractiveness that leads to harmful aversion from opportunities, bureaucracy that needlessly adds costs and delays, and procrastination when the situation will deteriorate if not immediately addressed. Avoid these stalls and you can have 20 times as much with the same resources, or the same benefits in one-twentieth the time.
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am 5. März 1999
This is the clerarest piece of material on the subject I've ever read/heard. Even if you're not in marketing, this tape will help you look at how you "market yourself" with your employer or future employers, and create a marketing plan that works. It gave me insights into what drives me to select one product over another, as well as how to think in marketing terms when considering any new business idea. It quickly made sense of all the seemingly random things that happened in my business efforts. 22 clear, concise messages read out by real people (the authors) who know their stuff. Entertaining as well as educational. If you're in marketing, you need to hear it.
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