Marketing Warfare: 20th Anniversary Edition

Marketing Warfare: 20th Anniversary Edition : Authors' Annotated Edition

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It rocked the marketing world in 1986, and now, nearly two decades later, the strategies set down in Marketing Warfare are still just as relevant. To commemorate the 20th anniversary of the classic book that changed an industry, marketing mavens Al Ries and Jack Trout will reunite to annotate their book for another generation of marketers. The Anniversary Edition offers:

* A fresh perspective on why waging marketing warfare is even more important today than 20 years ago

* In-depth analyses of some of the biggest marketing successes and failures of the last two decades

* Reproductions of successful (or not so successful) ads, accompanied by the authors' comments on why they succeeded or failed

* Valuable follow-up to the original edition. Where are these companies now? Who's still a market leader?

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. This indispensable guide gives smart fighters the best tactics-defensive, offensive, flanking, and guerrilla. Marketing Warfare is the book that wrote the new rules.
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Product details

  • Hardback | 240 pages
  • 193.04 x 205.74 x 22.86mm | 521.63g
  • MCGRAW-HILL Professional
  • New York, NY, United States
  • English
  • Annotated
  • 2nd edition
  • w. num. figs.
  • 0071460829
  • 9780071460828
  • 225,898

About Al Ries

Al Ries is Chairman of Ries & Ries, an Atlanta-based marketing strategy firm. He is a legendary marketing strategist and the bestselling author/coauthor of eleven books on marketing. Ries writes a monthly marketing column for, and he is frequently quoted in major publications.

Jack Trout is President of Trout & Partners Ltd., where he supervises a global network of experts that apply his concepts and develop his methodology around the world. Trout is recognized as the world's foremost marketing strategist; his concept of "positioning" has become the world's #1 business strategy. Trout writes a bimonthly column for

Ries and Trout are also the authors of the marketing classic Positioning.
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Rating details

960 ratings
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4 39% (377)
3 17% (166)
2 4% (39)
1 1% (9)
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