Book halftone which nevertheless provides a good introduction to the positioning

Why? Just because the authors present these 22 laws as immutable laws. The original title is also in French translated literally: "The 22 Immutable Laws of Marketing". The term "immovable" has been removed from the title by the French publisher, and for once, that's good. Because the authors make predictions based on these 22 laws, mostly proved false.

So they predict future difficulties from Microsoft and that the company will win against the word processor WordPerfect and Lotus 1-2-3 spreadsheet, largely forgotten today, and they sink several times Donald Trump, who at the exit of the book was in big trouble, but since rectified the bar and again became a leading economic player in the United States without stop "violating" the laws enacted by this book. Other predictions are of the same ilk, with some exceptions that proved correct, including the difficulties of General Motors, who apparently managed to solve decreasing its average offer range, according to the letter the principles of the book.

Obviously it is impossible for any book making predictions to have a 100% success rate, but the success rate seems rather low

Similarly, it is easy to find examples-cons to most of these laws, as I did with the 12 and Apple law. However, it is also possible to find examples which in their meaning for most of these laws.

The main problem with this book is that it presents as laws which are only factors. If one reads this book in terms "marketing study some factors that may influence the fate of enterprises", understanding that these factors are just a few among many and they do not generally sufficient to by themselves explain the success or failure of a strategy, then it makes sense, and this is how we can make the most of its content.

In this light, and therefore rejecting the simplistic analysis that the authors are systematically explaining the success or failure of a company in that it has or has not followed one of their "laws", without taking into account the complexity of the situation, "the 22 Laws of Marketing" becomes a very interesting read, especially for laws at the beginning of the book (the Act 1 to Act 9).

The Law of 1 occupant, the law of the category, the law of the mind, the law of perception and the law of convergence are an excellent introduction to positioning concept and are based on in-depth concepts in books like "Blue Ocean Strategy" or "All Marketers Are Liars". It is just that the authors have also written an entire book on the subject (which, unfortunately, only an old edition is available in French), Positioning, which according to critics is an excellent book on the subject (perhaps I will make you be chronic to time;.

What remains to this book? It is short and reads easily. It is, to paraphrase our Anglo-Saxon friends, like "in your face" (which means "very direct and authoritarian") and therefore singularly lacking nuance and depth of analysis, but the merit of summarizing some complex concepts simply. However, another of his faults is that just says what to do, but not how. So what should an entrepreneur convinced by some of these 'laws' to apply them in his business? Finding himself how. It is possible for some laws, but difficult for others.

In short you will understand my feelings about this book is lackluster, and I do recommend it if you are looking for a quick book to read to increase your general knowledge in marketing, and perhaps decide if you notice different from mine (the notes are quite positive on Amazon.com) or, if you already have a business, to test the "laws" the most easily understood and most readily applicable, such as 14 and 15. Otherwise read on Positioning If you master the English :).

Strengths:

- Quick to read and concise
- Good introduction to the concept of positioning and how it applies in marketing
- Potential entry point to other books deepening some of these "laws" as Blue Ocean Strategy or All Marketers Are Liars
- Some "laws" are easily understood and can be directly tested in companies (as Law 14 and Law 15)

Weak points:

- Presents as "immutable laws" which are merely factors
- Presents predictions that proved false, although no book making predictions can boast a success rate of 100%
- Lack guides for practical application: focuses more on the "here's what to do" rather than "here's how to do it"
- Overly simplistic analysis of the authors who evade any other factor in the success or failure of their business laws