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Summary: The handbook of essential marketing ideas.
Review: This book was required reading in one of my all-time favorite university classes, entrepreneurship. That was my first contact with the 22 Laws, and I have never been sorry. Not only has the knowledge come in useful as I try to market my own small service business, but I can see how other companies have applied (or ignored) the Laws, and what the outcome has been. THE GOOD: 1) Rather than reading like a textbook, this clever work is more like a small handbook of essential marketing ideas. Its 132 pages are divided up into 22 very readable chapters of about 4-5 pages each. It is very easy to take in a chapter at any time and still learn an invaluable lesson about some aspect of catching your prospect's eye. 2) After each chapter I found myself really thinking about the concept, and trying to figure out how I could apply it to my situation. The chapters have enough great information that they really can be considered little packets of motivation. And who doesn't want more motivation to go and make his or her product (or service) even better? 3) Scattered throughout the book are some really great and inspiring examples of companies that have used the 22 Laws to their advantage. The chapter on the Law of Candor explains how Avis effectively played off of its campaign that it was the number 2 rental car company. The Law of Focus talks about how FedEx succeeded by focusing on small packages and overnight delivery. The Law of the Mind shows how Apple computers beat out the Altair 8800 in the late 70's. THE BAD: I thoroughly enjoyed this book, but I can see some areas that other people may not find too attractive. For example, 1) There are no specifics about how to apply each law to your situation, or even how to go about applying it. It is left entirely up to you to see how the law fits your situation, and how you are going to apply it. 2) This book is written like a How-to-win-at-Chess book. It is about the mental dueling that goes on in the marketing world. If you are not into marketing or how to mentally outwit your competition - then you may not like this book. If you like marketing, clever and witty ideas or the kind of thrill that comes from playing chess then this book is for you! Sure to become a business classic, this book is worth every bit of time and energy spent investing in its powerful concepts.
Rating: 
Summary: good
Review: 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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Summary: A book that practises what it preaches: perception is all
Review: The whole book is very seductive. Look at this company, they understood this principle, they were successful. Look at this other company they didn't understand it, they weren't successful. Except that many of his examples have had time to become contradictions of his original claims. It all reminds me of the answer given by the famous communist when asked why the socialist republics failed at the end of the cold war: "Marxist theory is correct, but the practice was never carried out in full accordance with it, so it is hardly surprising that they all failed". I'm sure Ries and Trout ought to seriously consider this as an escape route. A better use of their time might be spent looking at the real reasons why so many of the 'predictions' in this book have ultimately proved to be so appallingly inaccurate.
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Summary: Marketing Classics!
Review: Great book! and it is also a summarized version of the Marketing Classics by the same authors "Positioning"! A MUST READ for any marketing manager! GO BUY IT NOW!
Rating:
Summary: concise and to the point
Review: I am a very busy person and a book such as this one that delivers a wealth of information in less than 150 pages is something I can very much appreciate. Although as mentioned in some of the other reviews that some of the examples are outdated, the principals are not, which is the important part. Considering the price of the book it is a must read for any aspiring marketer, or entrepeneur alike.
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Summary: One great tool for survival in business
Review: This book really is a fundamental tool to fully understand the laws of marketing. It is timeless in it's application, as it filters down to the basics and sets guidelines for strategy in laying out a marketing plan for any given company. I personally used this book to great success, and greatly expanded my reach into the marketplace with my company. I suggest everyone starting out in business really study this book and know the contents cold. It will set you on the right path from the beginning. I found it to be a clear and concise text, as well as brilliant.
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Summary: Pieces of the Ever-Changing Puzzle.
Review: Ries & Trout are like 2 thristy villagers yelling 'Bellyache'. Switch up, read this book, and cop some common sense marketing tips... Some are outdated... but nonetheless, it's worth your time. *Crisp 100's I hand out with a smile, a twinkle in the eye, Walt Disney invades my dreams...wake up: Guns under my pillow, Checkmate, PaperMate, The worst you talk, these be the words you walk. Cameras flashin, roll the red carpet...meet me at the airport, we catch the Knicks game, then cause Havoc, hit the Gym for 2 weeks, my back chiseled, meet the New Me*
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Summary: Do not read this book at your peril
Review: If you need a quick lesson on what to do and what not to do in Marketing this is your book. I studied for a Marketing degree and this encompasses the major key learnings.
Rating:
Summary: Superb!
Review: This is the first book I have read on Marketing, and I'm fortunate to have come across two reputable authors. Trout and Ries do an outstanding job of making this book simple to read, and God knows I HATE reading! After reading the forward, I couldn't put the book down until I thoroughly absorbed each law they mentioned. All of it makes perfect sense, even if some of their examples are a bit outdated. If you don't know Jack about marketing (no pun intended) order this book right now! I believe this will be the foundation of a successful marketing career!
Rating: 
Summary: Helpful but outdated
Review: 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.
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