Al Ries’s books:


Positioning. The Battle for Уour Mind. 1981 (2000), Al Ries and Jack Trout

1981  

The human mind had for long ages remained a mysterious “black box”. It was totally unclear what principles (if any) underlay the decision-making process in the mind. Psychologists, marketers and advertising specialists had been lost in doubts. The authors of this book were the first in the world to elucidate the principles of how the human mind works and how it may be influenced in its decision-making process. The US advertising industry journal, the Advertising Age, called this book one of the 75 most important events of the past 75 years.

Positioning. The Battle for Уour Mind. 1981 (2000), Al Ries and Jack Trout


Marketing Warfare, 1986, Jack Trout and Al Ries

1986  

What is marketing? Marketing – is war among brands for the mind of the prospect, say the authors of this book. The principles of this warfare are strikingly similar to those studied at military academies worldwide. There are four key principles of marketing warfare: offensive, defensive, flanking and guerrilla. Moreover, marketing warfare, just like the “ordinary” warfare, requires a lot of wits and courage from the marketing general.

Marketing Warfare, 1986, Jack Trout and Al Ries


Bottom-Up Marketing, 1989, Jack Trout and Al Ries

1989  

The authors describe the process of developing the marketing strategy in detail. The key message is that a successful strategy is born “in the field” and not in the cozy office armchair.

Bottom-Up Marketing, 1989, Jack Trout and Al Ries


The 22 Immutable Laws of Marketing, 1993, Jack Trout and Al Ries

1993  

Prior to the appearance of this book marketing had been viewed as an art fully based on advantages and features of the product and the intuition of the marketer. This book opened a new era in marketing by stating that marketing is about influencing the human mind and that it should be done using 22 immutable laws. It contains a lot of examples that illustrate that a company may violate these laws at its own risk. This book has changed the whole philosophy of marketing making it an art with clear scientific laws.

The 22 Immutable Laws of Marketing, 1993, Jack Trout and Al Ries