Marketing Warfare

Front Cover
McGraw Hill Professional, Nov 22, 1997 - Business & Economics - 216 pages
2 Reviews

"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek

"Revolutionary! Surprising!"Business Week

"Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today

 

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Contents

2500 years of war
9
The principle of force
23
The superiority of the defense
31
The new era of competition
37
The nature of the battleground
43
The strategic square
49
Principles of defensive warfare
55
Principle of offensive warfare
67
Principles of guerrilla warfare
101
The cola war
117
The beer war
137
The burger war
155
The computer war
167
Strategy and tactics
187
The marketing general
205
Index
215

Principles of flanking warfare
83

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About the author (1997)

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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