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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
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.
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.
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.
The book starts with the principle that marketing is primarily about psychology, and making your product synonymous with a category IN THE CONSUMER'S MIND. Coke=cola. McDonald's=fast food. "Marketing Warfare" describes how you can do this, and how you can compete for a position in the consumer's mind if you're in an industry already dominated by a leader.
I learned more solid, applicable concepts from this book than I did from the first year Marketing curriculum of Harvard Business School.
The book was largely influenced by the book "On War" by the retired Prussian general Karl von Clausewitz.
It basically outlines 4 broad Marketing Strategies which depend on your market position, the nature of your product and on the competition; viz, Offense, Defense, Flanking and guerrilla warfare.
"Marketing promises should be as vague as political ones. Otherwise you will erode the effectiveness of your forces", "Marketing battles are fought inside the mind. Inside your own mind and inside the mind of your prospects every day of the week.", "keep the forces concentrated in an overpowering mass. The fundamental idea. Always to be aimed at before all and as far as possible.", "The more helpless the situation, the more everything presses toward one single, desperate blow.", "Strategy and Timing are the Himalayas of Marketing. Everything else is the Catskills.", et cetera.
Most Recent Customer Reviews
This was not the full audio book. It was only the intro . The item was one CD and only 50 minutes. Not exactly sure what happened but I do not feel that I received what was... Read morePublished 3 months ago by Summer
Great book, awesome analogies that are applicable to all my marketing strategies. Opened my mind to new ideas. Read morePublished 8 months ago by The Reader
Doesn't look like this is original. the text on the CD was almost not visible. the CD looked like a cheap one with no printing on it and so was the cover.Published 10 months ago by Amazon Customer
If you are in sales or would like to exceed in sales then this book it for you, it teaches you skills and mindset you need to be a great salesman.Published 11 months ago by Kuhkies
Had to read this book for class but was a really good book and didn't mind reading as some class work. Highly recommend.Published 11 months ago by Krista Ann
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... Read morePublished 12 months ago by Red Morgan