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Posted December 6, 2005
Good comparison of war and marketing ...
The authors first talk about some important wars and the strategies that were used that made and broke the war (which are derived from Karl von Clausewitz's ¿On War¿ book that was published in the year 1832). The same war strategies are compared in the marketing field too - defensive, offensive, flanking and guerilla warfare. Four case studies ¿ Cola war (Coca-Cola vs. Pepsi), Beer war (Budweiser vs. others), Burger War (McDonalds vs. Burger King) and Computer war (IBM vs. rest of the world), are dealt in explaining those strategies. Though last couple of chapters (about advertising, tactics and strategies) was not that interesting as the rest of the book, overall this book is a good one.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.