Marketing Warfare

0.0

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.

0.0

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. Table of Contents 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 Index