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.
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Marketing Warfare Paperback – November 1, 1986
by
Al Ries
(Author),
Jack Trout
(Author)
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Al Ries
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Jack Trout
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Print length192 pages
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LanguageEnglish
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PublisherPlume
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Publication dateNovember 1, 1986
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Dimensions5.5 x 0.5 x 7.5 inches
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ISBN-100452258618
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ISBN-13978-0452258617
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Product details
- Publisher : Plume; Reprint edition (November 1, 1986)
- Language : English
- Paperback : 192 pages
- ISBN-10 : 0452258618
- ISBN-13 : 978-0452258617
- Item Weight : 8.8 ounces
- Dimensions : 5.5 x 0.5 x 7.5 inches
-
Best Sellers Rank:
#5,522,279 in Books (See Top 100 in Books)
- #8,383 in Advertising (Books)
- #28,166 in Marketing (Books)
- #124,839 in Business Management & Leadership (Books)
- Customer Reviews:
Customer reviews
4.2 out of 5 stars
4.2 out of 5
118 global ratings
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4.0 out of 5 stars
One of the best, most concise and easiest to read books ever written on marketing strategy
Reviewed in the United States on August 27, 2015Verified Purchase
4 people found this helpful
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Reviewed in the United States on July 19, 2007
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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.
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
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Reviewed in the United States on August 8, 2009
Verified Purchase
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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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.
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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Reviewed in the United States on March 8, 2019
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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.
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.
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
Report abuse
Top reviews from other countries
Toby Micklethwait
5.0 out of 5 stars
Best book on markets and marketing
Reviewed in the United Kingdom on August 24, 2015Verified Purchase
This is just the best book ever on understanding markets..... and one's own position within the market.
A Books Lover
5.0 out of 5 stars
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, 2015Verified 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.
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
5.0 out of 5 stars
Five Stars
Reviewed in the United Kingdom on October 16, 2016Verified Purchase
Bravo!
MiaDearMia
5.0 out of 5 stars
Bold Unconventional Wisdom
Reviewed in Canada on October 27, 2017Verified 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.
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
5.0 out of 5 stars
Top 10 Marketing Books of All Time
Reviewed in Canada on July 22, 2019Verified 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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