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Al Ries

Jack Trout

Marketing Warfare Paperback – November 22, 1997

by Al Ries (Author), Jack Trout (Author)

118 ratings

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There is a newer edition of this item:

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

Print length

224 pages
Language

English
Publisher

McGraw-Hill Education
Publication date

November 22, 1997
Dimensions

5.5 x 0.63 x 8 inches
ISBN-10

9780070527263
ISBN-13

978-0070527263
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Editorial Reviews

From the Publisher

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.

From the Back Cover

You've got your hands on one of the greatest marketing manuals ever written--the 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 competitors--and be prepared to defend their own turf from would-be attackers at all times. This indispensable guide gives smart fighters the best tactics--defensive, 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

ASIN ‏ : ‎ 0070527261
Publisher ‏ : ‎ McGraw-Hill Education; 1st edition (November 22, 1997)
Language ‏ : ‎ English
Paperback ‏ : ‎ 224 pages
ISBN-10 ‏ : ‎ 9780070527263
ISBN-13 ‏ : ‎ 978-0070527263
Item Weight ‏ : ‎ 9.2 ounces
Dimensions ‏ : ‎ 5.5 x 0.63 x 8 inches

Best Sellers Rank: #310,042 in Books (See Top 100 in Books)
- #497 in Advertising (Books)
- #1,982 in Marketing (Books)

Customer Reviews:
118 ratings

Customer reviews

5 star		69%
4 star		9%
3 star		9%
2 star		6%
1 star		8%

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Top reviews from the United States

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Red Morgan

One of the best, most concise and easiest to read books ever written on marketing strategy

Reviewed in the United States on August 27, 2015

Verified Purchase

One of the best books ever written for understanding marketing positioning and strategy today. One of the easiest and most enjoyable reads for executives, business strategists, and others who don't spend their whole working day in marketing. Fast, concise, well illustrated with images and words. Clients pay me $5,000 to $24,000 per engagement to figure out for their businesses and explain to them what Ries and Trout teach here. Don't tell them 'Marketing Warfare' can still be found! :)

Caveat: the work was produced in the mid 80's, using industry and company examples very familiar to Americans at that time. Some are just as familiar today; others require thinking back to that time and place to get the full value. The examples are so effective that it is worth reading a little background if you don't remember (or didn't live through) them. Moreover, this is an American perspective, from a time when many of the products and companies analysed commanded their first world markets. It is no less relevant to European or Asian readers, but may be less familiar. It likely has less relevance to markets that are not largely free, competitive or uncontrolled.

Sadly, the 20th anniversary edition really doesn't seem to update the work to much advantage. The opportunity existed to use 21st century contests and discuss the same truths with currently familiar marketing campaigns. Though a few sidebars with more recent situations were added (Carly Fiorina as CEO of HP, Jack Welsh's book 'Winning', etc.), the core text's examples remain the same. A huge opportunity lost.

4 people found this helpful

Helpful

Phillip Schwarzmann

Marketing 101

Reviewed in the United States on July 19, 2007

Verified Purchase

Regardless of whether you like the "warfare" analogies or not, the concepts discussed in this book is Marketing 101 for marketers.

First Ries/Trout explain which method of attack your company should use depending on its position in the marketplace. Then they describe what each position should do. Then they use some great classic case studies like the beer wars, cola wars, and computer wars.

Usually I hate these "outdated" books but the content in here is classic. They've updated the book and critiqued their own predictions made 20 years ago. For example, with over 50% of the PC marketshare, they were certain that IBM would remain the leader. Ooops.

Highly recommended for marketers.

3 people found this helpful

Helpful

Don V

Still has legs after 20 years, but they are getting tired

Reviewed in the United States on August 8, 2009

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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. Well, the basic principals are still thoughtful and it's interesting to see how some of the initial predictions have turned out. In most cases, they did a pretty good job and in some they missed. I was hoping to see more recent examples of how some of the newer market leaders followed the methods elaborated here, such as Google, Amazon, eBay, etc, but they did not add these in the update. All in all, a good read of concepts as a broad brush from a strategy perspective.

2 people found this helpful

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DVasquez

A true classic must-have for all marketers!

Reviewed in the United States on June 18, 2010

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Another great hit by Trout and Ries, on this one they go beyond the bascis by also providing fundamental concepts and strategies to play in the market based on your product's strenghts and opportunities ... as logic as this may sound, is a common mistake to follow the same approach when being the undisputable market leader or the last challenger to arrive to the party.

The classic examples on this book really help to illustrate their points, being easy to follow. Would you like to understand why Apple's "I am a Mac" is one of the best campaings ever? Or why is Target gaining shoppers vs. other retailers? Then read this book! Although you will not find such recent examples here, indeed that is my only critique to the book, I missed more updated examples including cases from this new digital and globalized era.

Net, after +12years working on multi-national companies in marketing of goods and services I still found this book very useful, a must have for all marketers in this world. As usual I will end saying that any good rating must consider: 1) performance (what I got vs. what I expected) and 2) value (how much I paid vs. what I got); this book is a great deal, delivering above expectations content at a very reasonable price.

One person found this helpful

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Derek

No substance..

Reviewed in the United States on March 8, 2019

Verified Purchase

No substance.. It's a re-recording from a cassette and doesn't really have any helpful ideas on how to implement what they talking about.

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Angela Sarandon

Live and enjoy life's important parts

Reviewed in the United States on October 9, 2011

Verified Purchase

Most of the things we did last year were not necessary.

If we had not done them, we would be no worse off, because the aims were too diffuse and general.

What we should have done is to think very hard about the actual goals, and the actual forces that may prevent us from achieving our goals. Quite a fundamentalist approach, as opposed to hammering around in the hope that something will say BINGO.

If you have experienced Clint Eastwood in Unforgiven - final scene - you will instantly understand the sheer determination and natural madness that this book is about.

The book is inspired by a dead German general, who in turn was inspired by dead Roman generals. And this book is old. So what? The principle of looking very hard at what lies ahead, and honestly working out what to do, is as critical and mind-wrenching now as it was when gunpowder was a novelty.

Think hard. Buy this book and read it cover-to-cover. It will inspire you as you read.

Then attack.

One person found this helpful

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Top reviews from other countries

Toby Micklethwait

Best book on markets and marketing

Reviewed in the United Kingdom on August 24, 2015

Verified Purchase

This is just the best book ever on understanding markets..... and one's own position within the market.

A Books Lover

I was at a lesson of Al Ries (with Laura Laura Ries) and he is really clear and a very good teacher.

Reviewed in the United Kingdom on April 4, 2015

Verified Purchase

Exceptional book

so many example...

I was at a lesson of Al Ries (with Laura Laura Ries) and he is really clear
and a very good teacher.

DS1

Five Stars

Reviewed in the United Kingdom on October 16, 2016

Verified Purchase

Bravo!

MiaDearMia

Bold Unconventional Wisdom

Reviewed in Canada on October 27, 2017

Verified Purchase

Love it.

The concept itself, the authors style, the way they look at something very mundane so differently that it actually starts to shine... Invaluable.

One of these works which, when you read, drops you into daydreaming within just a few pages - and then you feel like shaking your head and wanting to jump straight into the action, just do it already!! Awesome feeling.

Thought-provoking, bold, sharp, funny, and inspiring. An absolute must have for those working in the area, and a great collateral read for those who may not otherwise care, but can get hooked by sneaking through this book.

David

Top 10 Marketing Books of All Time

Reviewed in Canada on July 22, 2019

Verified Purchase

I bought this book 12 years ago as a student. Now I teach marketing and this book is still relevant. Stories of marketing strategy at their best. Some examples are dated but the concepts are timeless.

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