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Marketing Warfare Paperback – November 22, 1997

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

4.3 143 ratings

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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
Publication date

November 22, 1997
Dimensions

5.4 x 0.7 x 7.9 inches
ISBN-10

9780070527263
ISBN-13

978-0070527263
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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

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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 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

ASIN ‏ : ‎ 0070527261
Publisher ‏ : ‎ McGraw Hill; 1st edition (November 22, 1997)
Language ‏ : ‎ English
Paperback ‏ : ‎ 224 pages
ISBN-10 ‏ : ‎ 9780070527263
ISBN-13 ‏ : ‎ 978-0070527263
Item Weight ‏ : ‎ 9.6 ounces
Dimensions ‏ : ‎ 5.4 x 0.7 x 7.9 inches

Best Sellers Rank: #702,619 in Books (See Top 100 in Books)
- #719 in Advertising (Books)
- #2,839 in Marketing (Books)

Customer Reviews:
4.3 143 ratings

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Jack Trout
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Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.
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Al Ries
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Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
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Customer reviews

143 global ratings

How customer reviews and ratings work

Customers say

Customers find the principles for marketing in the book great and effective. They also say it's readable, approachable, and enjoyable. However, some customers feel the pacing is slow and the content lacks substance.

AI-generated from the text of customer reviews

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Value for money Readability Pacing

13 customers mention "Value for money"11 positive2 negative

Customers find the book provides great principles for marketing in a fun to read book. They say the examples are effective and help illustrate their points. Readers also mention the concepts are still operable. Additionally, they say it teaches the skills and mindset you need to be a great salesman.

"...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..." Read more

"...The examples are so effective that it is worth reading a little background if you don't remember (or didn't live through) them...." Read more

"...The best, simple look at marketing for all businesses...." Read more

"...Well, the basic principals are still thoughtful and it's interesting to see how some of the initial predictions have turned out...." Read more

12 customers mention "Readability"12 positive0 negative

Customers find the book readable, approachable, and enjoyable. They say it's one of the best books ever written for understanding marketing positioning and strategy today. Readers also mention the content is fine, concise, and well-illustrated with images.

"...on this book really help to illustrate their points, being easy to follow...." Read more

"...One of the easiest and most enjoyable reads for executives, business strategists, and others who don't spend their whole working day in marketing...." Read more

"excellent item, solved my problem" Read more

"...Warfare is such a straightforward idea, and connecting it to the marketing practice is great parallel to the changes in today's market place." Read more

3 customers mention "Pacing"0 positive3 negative

Customers find the pacing of the book slow. They say it's a waste of their time and money.

"...What a waste of my time and money." Read more

"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." Read more

"disappointed, 1980's data..." Read more

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DVasquez

A true classic must-have for all marketers!

Reviewed in the United States on June 19, 2010

Verified Purchase

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

Helpful

Sean Ellis

Timeless Book on Marketing Strategy

Reviewed in the United States on September 1, 2006

Verified Purchase

Marketing Warfare provides time tested lessons in marketing strategy. With a passion for both history and marketing I could not put this book down. The most relevant "lesson" the book has taught me (or at least reminded me) is that you shouldn't spread yourself too thin; It is essential to concentrate your marketing resources on the best opportunities. Fighting a multi front war is dangerous. It's always tempting to want to place a chip on every good segment or product idea, but history teaches us that this is a mistake that often drives companies out of business.

While applying lessons from this book in my VP Marketing role, I actually had our CEO praise my recent contributions to the strategic direction of the company. This is probably the first book ever that actually earned me praise from the CEO.

I read the book simultaneously to listening to the audio version of The Long Tail, by Chris Anderson. The Long Tail is a cutting edge marketing book that is sure to become a classic. Combined, the books give a great perspective of historic lessons applied to dramatic shifts in today's economy. The premise of The Long Tail is that many successful companies are generating a substantial amount of their profits from niche products. This is particularly true for internet retailers that aren't constrained by shelf space. By having thousands of products available, online retailers can have a very "long tail" of profitable products.

Despite their often contradictory conclusions, both books have merit and I definitely recommend reading them together. In my Blog, "Metrics Driven Marketing" I surmise that the web (particularly Google Adwords) makes it easy to harvest demand from multiple segments. But - as Marketing Warfare preaches - effective demand creation requires a tight concentration of funds into a specific target customer segment. Good marketing strategy finds an optimal balance between both demand creation and demand harvesting.

One person found this helpful

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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

Helpful

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

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Top reviews from other countries

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Amazon Customer

A classic!!

Reviewed in Italy on January 10, 2020

Verified Purchase

A classic to understand what marketing is!

Placeholder

Must for everyone who is in business

Reviewed in India on November 7, 2019

Verified Purchase

Best book on marketing I have read as a marketing practitioner.

MiaDearMia

Bold Unconventional Wisdom

Reviewed in Canada on October 28, 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.

S.C.

Hervorragendes Buch - Pflichtlektüre für Marketer

Reviewed in Germany on July 18, 2016

Verified Purchase

Dieses Buch ist wirklich sehr empfehlenswert. Auf Basis des Strategieklassikers "Vom Kriege" wird Marketing Warfare viele interessante Anhaltspunkte vermitteln. Ich kann es nur jedem empfehlen.

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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.

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