- Audio CD
- Publisher: Listen USA (June 1, 1986)
- Language: English
- ISBN-10: 0886840821
- ISBN-13: 978-0886840822
- Product Dimensions: 2.8 x 0.5 x 4.2 inches
- Shipping Weight: 1.6 ounces (View shipping rates and policies)
- Average Customer Review: 68 customer reviews
- Amazon Best Sellers Rank: #1,024,595 in Books (See Top 100 in Books)
Marketing Warfare: How to Use Military Principles to Develop Marketing Strategies Audio CD – Audiobook, June 1, 1986
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About the Author
Al Ries and Jack Trout were the Chairman and President of Trout and Ries, New York City Ad Agency when they developed the basis for a number of well known landmark books in Marketing Strategy and Tactics.
68 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.
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Usually I hate these "outdated" books but the content in here is classic.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.
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.
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.