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Marketing Warfare (Paperback)

~ (Author), (Author) "If marketing is war, let us make the most of us..." (more)
Key Phrases: good marketing general, best defensive strategy, marketing warfare, General Motors, Burger King, Diet Coke (more...)
4.3 out of 5 stars  See all reviews (48 customer reviews)

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  Hardcover, November 21, 2005 $17.79 $16.09 $15.94
  Paperback, October 31, 1997 $12.71 $5.74 $1.65
  Audio, CD, May 31, 1986 $9.95 $9.95 $10.00

Frequently Bought Together

Marketing Warfare + Positioning: The Battle for Your Mind, 20th Anniversary Edition + The 22 Immutable Laws of Marketing:  Violate Them at Your Own Risk!
Price For All Three: $42.01

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  • This item: Marketing Warfare by Al Ries

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  • Positioning: The Battle for Your Mind, 20th Anniversary Edition by Al Ries

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  • The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Jack Trout

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Editorial Reviews

Product Description

"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



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


Product Details

  • Paperback: 216 pages
  • Publisher: McGraw-Hill; 1 edition (November 1, 1997)
  • Language: English
  • ISBN-10: 0070527261
  • ISBN-13: 978-0070527263
  • Product Dimensions: 7.9 x 5.4 x 0.6 inches
  • Shipping Weight: 9.9 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (48 customer reviews)
  • Amazon.com Sales Rank: #85,744 in Books (See Bestsellers in Books)

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Customer Reviews

48 Reviews
5 star:
 (30)
4 star:
 (10)
3 star:
 (5)
2 star:    (0)
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 (3)
 
 
 
 
 
Average Customer Review
4.3 out of 5 stars (48 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
11 of 11 people found the following review helpful:
5.0 out of 5 stars Incoming!!! (Sales, that is...), February 20, 2001
By Joanna Daneman (Middletown, DE USA) - See all my reviews
(TOP 10 REVIEWER)    (COMMUNITY FORUM 04)      
This classic book on marketing is a must-read for anyone in business. Classic examples of marketing struggles such as the burger wars and cola wars are things we all can relate to, yet provide valuable examples of what to do and what NOT to do when marketing your products.

Reading these examples reminds you of what you already knew about marketing, yet probably forgot to use in your last marketing campaign. It never hurts to revisit these fundamentals--just as the great Larry Bird could be found practicing foul shots alone on the court many an evening.

Many people object to the military metaphor for business, but in this case, we're talking strategy and that's exactly what you need to employ to market products successfully. Basic principles such as knowing the leader's strength, finding the leader's weakness and hitting on a focused "front" are the offensive strategies. Defense (just as important to maintain market share) is discussed, as is "guerrilla warfare" or being the jeeps against the tanks.

"Marketing Warfare" is easy to read, enjoyable, understandable and applicable to anything you do in marketing. I consider it a MUST-HAVE for anyone doing business where a product is sold.

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9 of 10 people found the following review helpful:
4.0 out of 5 stars Excellent guide to marketing strategy, but a bit simplistic, February 22, 2001
By M. Livshutz (Niles, IL United States) - See all my reviews
(REAL NAME)   
This book takes the approach that a successful company is always ahead of its competitors. Thus, its marketing strategy must always be about beating the competitors. If so, then marketing can certainly be described as warfare. The authors decided to keep the book light and easy to read. Because of that, it might appear too shallow, especially to an experienced marketing professional. Even though I am not one, I wished there were more details about the examples they give.

The authors give four strategies that apply to different types of markets and companies.

* Defensive strategy applies to a market leader.

* Offensive strategy applies to a strong challenger.

* Flanking strategy applies to a weaker challenger, and is the most effective in their view.

* Guerilla strategy applies to a small company that wants to avoid being crushed by the bigger competitors.

They explain each strategy in theory and by giving specific examples. They devote much effort to emphasize the folly of picking a strategy that does not match your company realistic market position. They note that most marketing professionals think their company is a leader or at least a strong challenger, so they choose the defensive or offensive strategies. In reality, there are very few companies that are leaders or strong challengers in any market. Therefore, too much marketing patriotism results in misdirected marketing campaigns that fail to achieve positive results.

I think this book is great. I wish there was a more expanded version with more detailed case studies. Overall, though, I recommend it.

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6 of 6 people found the following review helpful:
4.0 out of 5 stars Insightful, lively and real., June 28, 1999
By A Customer
Nice to see that the cover has been reworked. Still prefere the old one. It captures the essence on the book

The book perhaps deals a little too much with companies and brands that have been arround for many years. I think an analysis of emerging industries would proeve to be more valuble in the fast changing consumer markets. It is easier to review the past and submitt an analysis, do not get me wrong the value of this is emense, but I would like to these good marketing minds put their intellectual capacity to markets that are on the cutting edge both interms of technology but aslo interms of comsumer dynamics.

All in all a must read for Senior Marekting Managers and Director types who continue to not pay attention to the basics as outlined in the book. I work for South Afrca's biggest brewing company and I can vividly relate to some of the follies outlined in the book.

Great Book

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Most Recent Customer Reviews

4.0 out of 5 stars Still has legs after 20 years, but they are getting tired
I read the original of this book 20 years ago and many of the concepts stuck with me all these years. I decided to reread it and see how the updated version would feel. Read more
Published 3 months ago by Don V

5.0 out of 5 stars Learn how to fight a marketing (or product or service!) war
The authors lay out a battle plan for defining a strategy and fighting in the trenches of what some call all-out marketing warfare and what others simply call business... Read more
Published 9 months ago by The Marketing Guy Who Drives Sales

5.0 out of 5 stars Great Book with Great Info
If you are looking for a book to help influence your strategies when it comes to marketing this is the book for you. Read more
Published 21 months ago by C. J.

5.0 out of 5 stars Marketing 101
Regardless of whether you like the "warfare" analogies or not, the concepts discussed in this book is Marketing 101 for marketers. Read more
Published on July 19, 2007 by Phillip Schwarzmann

5.0 out of 5 stars BBA & MBA in marketing
I read this when it first was published. Still very relavant. A must read for anyone in marketing
Published on July 4, 2007 by Terry O. Lee

3.0 out of 5 stars Of all the books, this one is the weakest
I found this one to be the weakest of all the books by Ries and Trout. As Creative Director of AUDIN Web Design, it just didn't capture my interest like their other books. Read more
Published on March 29, 2007 by A. Waechter

1.0 out of 5 stars missing book
today i have not received this book yet.could you inform me when this book would be delivered, please?
Published on March 24, 2007 by Ivan Tarsia

1.0 out of 5 stars Do not buy this
This Audio CD is garbage. It contains just nine random 5 minute segments of the book recorded in audio. It does not contain the entire book in audio. Read more
Published on March 6, 2007 by P. Beresford

5.0 out of 5 stars I AM A FAN OF JACK TROUT
This is the other must-read book from Jack Trout for Businessmen, marketers and I think every one, This book teaches you that WORLD is Competition, and It is WAR... Read more
Published on February 2, 2007 by Kaveh K.H.

5.0 out of 5 stars Marketing Warfare
Excellent book! it explains marketing to non-marketing people. It is very useful to those with limited marketing knowledge.
Published on January 12, 2007 by John M. Landry

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