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Marketing Warfare, by Al Ries, Jack Trout
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"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
- Sales Rank: #62733 in Books
- Color: Multicolor
- Published on: 1997-11-22
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x .63" w x 5.50" l, .60 pounds
- Binding: Paperback
- 224 pages
From the Back Cover
You've got your hands on one of the greatest marketing manuals ever writtenthe 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 competitorsand be prepared to defend their own turf from would-be attackers at all times. This indispensable guide gives smart fighters the best tacticsdefensive, 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
About the Author
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Only one CD-not whole book
By Summer
This was not the full audio book. It was only the intro . The item was one CD and only 50 minutes. Not exactly sure what happened but I do not feel that I received what was expected . I still want the whole book on audio, however I am afraid to purchase it again for fear the same thing will happen .
3 of 5 people found the following review helpful.
art of war in marketing
By J. Malnar
Think of this book as the "art of war" to use in marketing. Easy to read even if you are not very proficient in marketing and thinking strategies in marketing. Based on the current market situation, yours and your competitor's, it DOES matter which marketing strategy you use. One of the best books i have ever read. Ries/Trout fan.
12 of 15 people found the following review helpful.
The Markertplace is a Battlefield.. a great easy read.
By A Customer
The book looks at Marketing from a military perspective.
The book was largely influenced by the book "On War" by the retired Prussian general Karl von Clausewitz.
It basically outlines 4 broad Marketing Strategies which depend on your market position, the nature of your product and on the competition; viz, Offense, Defense, Flanking and guerrilla warfare.
"Marketing promises should be as vague as political ones. Otherwise you will erode the effectiveness of your forces", "Marketing battles are fought inside the mind. Inside your own mind and inside the mind of your prospects every day of the week.", "keep the forces concentrated in an overpowering mass. The fundamental idea. Always to be aimed at before all and as far as possible.", "The more helpless the situation, the more everything presses toward one single, desperate blow.", "Strategy and Timing are the Himalayas of Marketing. Everything else is the Catskills.", et cetera.
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