- Paperback: 224 pages
- Publisher: McGraw-Hill Education; 1 edition (November 22, 1997)
- Language: English
- ISBN-10: 0070527261
- ISBN-13: 978-0070527263
- Product Dimensions: 5.5 x 0.6 x 8 inches
- Shipping Weight: 9.9 ounces (View shipping rates and policies)
- Average Customer Review: 69 customer reviews
- Amazon Best Sellers Rank: #199,219 in Books (See Top 100 in Books)
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Marketing Warfare Paperback – November 22, 1997
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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
About the Author
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.
Top customer reviews
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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.
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.
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.