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Marketing Warfare / Edition 2
     

Marketing Warfare / Edition 2

4.0 1
by Al Ries, Jack Trout
 

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ISBN-10: 0071460829

ISBN-13: 9780071460828

Pub. Date: 11/22/2005

Publisher: McGraw-Hill Professional Publishing

The book that changed marketing forever is now updated for the new millennium

In 1986, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, two decades later, this Annotated
Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout.
New

Overview

The book that changed marketing forever is now updated for the new millennium

In 1986, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, two decades later, this Annotated
Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout.
New content includes in-depth analyses of some of the biggest marketing successes and blunders of the past two decades—including Volkswagen, Sony, Coca
Cola, Budweiser, IBM, and McDonalds—along with annotated reproductions of winning and losing ads.

Product Details

ISBN-13:
9780071460828
Publisher:
McGraw-Hill Professional Publishing
Publication date:
11/22/2005
Edition description:
REV
Pages:
240
Sales rank:
443,762
Product dimensions:
7.60(w) x 8.30(h) x 0.90(d)

Table of Contents

2500 Years of War.
The Principle of Force.
The Superiority of the Defense.
The New Era of Competition.
The Nature of the Battleground.
The Strategic Square.
Principles of Defensive Warfare.
Principles of Offensive Warfare.
Principles of Guerilla Warfare.
The Cola War.
The Beer War.
The Burger War.
The Computer War.
Strategy and Tactics.
The Marketing General.

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Marketing Warfare 4 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
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.