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The book that changed marketing forever is now updated for the new millennium.
In 1986, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, two decades later, this Annotated Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout. New content includes in-depth analyses of some of the biggest marketing successes and blunders of the past two decades including Volkswagen, Sony, Coca Cola, Budweiser, IBM, and McDonalds along with annotated reproductions of winning and losing ads.
About the Author
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.
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.
Introduction: Marketing is war
Chapter 1. 2500 years of war
Chapter 2. The principle of force
Chapter 3. The superiority of the defense
Chapter 4. The new era of competition
Chapter 5. The nature of the battleground
Chapter 6. The strategic square
Chapter 7. Principles of defensive warfare
Chapter 8. Principles of offensive warfare
Chapter 9. Principles of flanking warfare
Chapter 10. Principles of guerrilla warfare
Chapter 11. The cola war
Chapter 12. The beer war
Chapter 13. The burger war
Chapter 14. The computer war
Chapter 15. Strategy and tactics
Chapter 16. The marketing general
|Number of Pages||232 Pages|
This book contains some obsolete ideas and case studies. Some of the examples he quotes are hard to understand if u have no exposure to US market ex: Cambell Soups and Burger Kings are alien brands in India. This is just an example. There are so many of such examples that I can quote. The concepts that he talks about were definitely ground breaking when this as published first but now that are reduced to mere clichés. Over all I would give this 2 stars if this is your first marketing book then go for it.
This is a good book and chronologically written. The concepts are brilliantly explained. The only field where I feel book can improve is by adding some more recent contents. Proper relationship between military and marketing warfare has been established.
I first read this 25 years ago. It changed my thinking on Marketing for ever. This book can never be obsolete, even if the case studies are.
Those who have not read the original must definitely read this. Those that have can, read again and ruminate!!!!
This book has only one good thing and that is the title.when you will read this book it will give you a feel as if you are reading a history boo on the wars.not a good book to read and its waste of money.it has no points on marketing.pls dont buy.
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