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

Front Cover
McGraw Hill Professional, 2006 - Business & Economics - 216 pages
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.

From inside the book

 

Contents

Marketing is
1
2500 years of
9
The principle of force
15
Copyright

12 other sections not shown

Common terms and phrases

advertising American Motors Apple army battleground better Blue brand Budweiser Burger King caffeine cars Chrysler classic Coca-Cola cola competition competitors concept Coors Corporation Datril defensive develop Diet Coke enemy example fight film Find a weakness flanking attack flanking move Ford Gillette guerrilla guerrilla warfare Hewlett-Packard high-priced IBM's important industry introduced Jeep Johnson & Johnson Karl von Clausewitz Kodak launch leader's strength Lean Cuisine Lee Iacocca light beer line extension Lite losers mainframe market share marketing battle marketing strategy marketing warfare McDonald's Michelob military Miller million mind minivan mountain narrow front never numbers offensive attacks Offensive principle offensive warfare Pepsi-Cola percent personal computer position principle of force says Clausewitz Schlitz segment sell sold successful flanking superior tactics television There's tion toothpaste Trucolor Tylenol victory Volkswagen winners Xerox

References to this book

About the author (2006)

Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants.

Bibliographic information

TitleMarketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition
AuthorsAl Ries, Jack Trout
Editionillustrated, annotated
PublisherMcGraw Hill Professional, 2006
ISBN0071460829, 9780071460828
Length216 pages
Subjects ›  › 

Business & Economics / Management
Business & Economics / Marketing / General
Business & Economics / Training
  
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