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    Marketing Warfare (Paperback) By (author) Al Ries, By (author) Jack Trout, Foreword by Jack Trout

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    DescriptionYou'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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  • Full bibliographic data for Marketing Warfare

    Title
    Marketing Warfare
    Authors and contributors
    By (author) Al Ries, By (author) Jack Trout, Foreword by Jack Trout
    Physical properties
    Format: Paperback
    Number of pages: 216
    Width: 138 mm
    Height: 200 mm
    Thickness: 14 mm
    Weight: 281 g
    Language
    English
    ISBN
    ISBN 13: 9780070527263
    ISBN 10: 0070527261
    Classifications

    BIC E4L: BUS
    B&T Merchandise Category: GEN
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.3
    Ingram Spring Arbor Market: Y
    B&T Modifier: Academic Level: 05
    BIC subject category V2: KJS
    LC subject heading:
    BIC subject category V2: KJC
    DC21: 658.8
    B&T Modifier: Subject Development: 10
    B&T General Subject: 180
    Ingram Subject Code: BE
    Libri: I-BE
    DC22: 658.8
    Ingram Theme: THEO/SECULR
    B&T Approval Code: A48500300
    BISAC V2.8: BUS002000, BUS043000
    ECPA Christian Book Category: CLVCLFBUS
    LC subject heading:
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    LC subject heading:
    LC classification: HF5415 .R544 1986, HF5415.R54
    Thema V1.0: KJS, KJC
    Edition
    New edition
    Edition statement
    New edition
    Publisher
    McGraw-Hill Education - Europe
    Imprint name
    MCGRAW-HILL Professional
    Publication date
    22 November 1997
    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.
    Review text
    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.