Marketing Warfare
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Marketing Warfare

4.1 (960 ratings by Goodreads)
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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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Product details

  • Paperback | 216 pages
  • 138 x 200 x 14mm | 281.23g
  • McGraw-Hill Education - Europe
  • MCGRAW-HILL Professional
  • United States
  • English
  • New edition
  • New edition
  • 0070527261
  • 9780070527263
  • 209,049

About Al Ries

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.
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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
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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.
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Rating details

960 ratings
4.1 out of 5 stars
5 38% (369)
4 39% (377)
3 17% (166)
2 4% (39)
1 1% (9)
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