Marketing Warfare

Marketing Warfare

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By (author) Al Ries, By (author) Jack Trout, Foreword by Jack Trout

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  • Publisher: MCGRAW-HILL Professional
  • Format: Paperback | 216 pages
  • Dimensions: 138mm x 200mm x 14mm | 281g
  • Publication date: 22 November 1997
  • ISBN 10: 0070527261
  • ISBN 13: 9780070527263
  • Edition: New edition
  • Edition statement: New edition
  • Sales rank: 185,287

Product description

You've got your hands on one of the greatest marketing manuals ever written--the classic that defines the strategies, plans, and campaigns of today's marketing battlefield. Marketing is war. To triumph over the competition, it's not enough to target customers. Marketers must take aim at their competitors - and be prepared to defend their own turf from would-be attackers at all times. This indispensable guide gives smart fighters the best tactics - defensive, offensive, flanking, and guerrilla. It's the book that wrote the new rules! Praise For "Marketing Warfare": "By far the most valuable and exiting business book to come along in years." - "Glamour". "Had Coca-Cola only listened to Trout and Ries, it would have known that to tamper with the Real Thing would be to court disaster." - "New York". "Chock-a-block with examples of successful and failed marketing campaigns...Makes for a very interesing and relevant read." - "USA Today".

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Author information

Al Ries and Jack Trout are the authors of the seminal marketing classic Positioning. They are also the authors of the best-selling marketing books Bottom-Up Marketing and The 22 Immutable Laws of Marketing. Trout is the coauthor of The New Positioning.

Editorial reviews

The authors have tricked up this pedestrian book on how companies outmaneuver their competition by modeling it on von Clausewitz's 1832 treatise On War. Forget customer surveys and what customers think they want: go after your competition as though you are conducting a military campaign. Use defensive warfare if you are on the "high terrain," i.e., the industry leader, where often "the best defensive strategy is to attack youself.' What does this mean? Translated, like IBM, you periodically come out with product improvements that make your old line obsolete. Second-and third-ranking companies should use offensive warfare. Here, set your sights on the industry leader and mass all your resources to attack at the weakest point. Avis, for instance, went after Hertz by emphasizing that it provided better service. They once had the slogan: "Rent from Avis. The line at our counter is shorter." Companies in the middle should use "flanking warfare." This may mean creating entirely new products: minicomputers or "Lite" beer, for example. Sometimes underpricing works (so long as the competition can't easily meet your lower price). Or you can resort to gimmickry: try Orville Redenbacher's "Gourmet Popping Corn" at more than double the cost of the leading brand. Then there's guerrilla warfare for the companies on the bottom, but this is so similar to flanking warfare it can be skipped here. Some executives might be interested in the authors' detailed histories of corporate wars in the cola, beer, burger and computer industries. Otherwise, a contrived form of combat. (Kirkus Reviews)

Back cover copy

You've got your hands on one of the greatest marketing manuals ever written--the classic that defines the strategies, plans, and campaigns of today's marketing battlefield. Marketing is war. To triumph over the competition, it's not enough to target customers. Marketers must take aim at their competitors--and be prepared to defend their own turf from would-be attackers at all times. This indispensable guide gives smart fighters the best tactics--defensive, offensive, flanking, and guerrilla. It's the book that wrote the new rules! Praise For "Marketing Warfare" "By far the most valuable and exiting business book to come along in years."--Glamour "Had Coca-Cola only listened to Trout and Ries, it would have known that to tamper with the Real Thing would be to court disaster."--New York "Chock-a-block with examples of successful and failed marketing campaigns. . .Makes for a very interesing and relevant read."--USA Today

Table of contents

2500 Years of War.The Principle of Force.The Superiority of the Defense.The New Era of Competition.The Nature of the Battleground.The Strategic Square.Principles of Defensive Warfare.Principles of Offensive Warfare.Principles of Guerilla Warfare.The Cola War.The Beer War.The Burger War.The Computer War.Strategy and Tactics.The Marketing General.