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Marketing Warfare by Ries, Al , paperback

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Item specifics

Condition: Good: A book that has been read but is in good condition. Very minimal damage to the cover including ... Good: A book that has been read but is in good condition. Very minimal damage to the cover including scuff marks, but no holes or tears. The dust jacket for hard covers may not be included. Binding has minimal wear. The majority of pages are undamaged with minimal creasing or tearing, minimal pencil underlining of text, no highlighting of text, no writing in margins. No missing pages. See the seller’s listing for full details and description of any imperfections. See all condition definitionsopens in a new window or tab

ISBN: 9780070527263

Book Title: Marketing Warfare

Publisher: Mcgraw-Hill Education

Item Length: 7.9 in

Publication Year: 1997

Format: Trade Paperback

Language: English

Item Height: 0.7 in

Author: Al Ries, Jack Trout

Genre: Business & Economics

Topic: Marketing / General, Advertising & Promotion

Item Weight: 9.2 Oz

Item Width: 5.4 in

Number of Pages: 224 Pages

About this product

Product Identifiers

Publisher

Mcgraw-Hill Education

ISBN-10

0070527261

ISBN-13

9780070527263

eBay Product ID (ePID)

26607

Product Key Features

Book Title

Marketing Warfare

Number of Pages

224 Pages

Language

English

Topic

Marketing / General, Advertising & Promotion

Publication Year

1997

Genre

Business & Economics

Author

Al Ries, Jack Trout

Format

Trade Paperback

Dimensions

Item Height

0.7 in

Item Weight

9.2 Oz

Item Length

7.9 in

Item Width

5.4 in

Additional Product Features

Intended Audience

Trade

LCCN

85-014957

Dewey Edition

Dewey Decimal

658.8

Table Of Content

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.

Synopsis

"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."-- Newsweek "Revolutionary Surprising "-- Business Week " Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."-- USA Today, "A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon." Newsweek "Revolutionary! Surprising!" Business Week " Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read." USA Today

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by bobshomewoodshop
30 Jun, 2006
Great book, fast read, practical applications
I teach college marketing courses at both the undergraduate and graduate level, and I worked in sales and marketing before going into education. Al Ries and Jack Trout are marketing gurus. Their writing style makes their books quick reads. They grab your attention right away and keep it throughout the book. I also happen to be a veteran, so I like military analogies. This book is written from the point of view that marketing is like warfare - there are good and bad ways to conduct both. If you want to win, you have to understand your enemy and you have to know the tactics. The book is filled with practical examples of companies that have both marketed well and made huge mistakes. You will recognize and be able to identify with many of these examples of marketing campaigns over the ... I teach college marketing courses at both the undergraduate and graduate level, and I worked in sales and marketing before going into education. Al Ries and Jack Trout are marketing gurus. Their writing style makes their books quick reads. They grab your attention right away and keep it throughout the book. I also happen to be a veteran, so I like military analogies. This book is written from the point of view that marketing is like warfare - there are good and bad ways to conduct both. If you want to win, you have to understand your enemy and you have to know the tactics. The book is filled with practical examples of companies that have both marketed well and made huge mistakes. You will recognize and be able to identify with many of these examples of marketing campaigns over the years. How you conduct your marketing warfare depends on where your company stands in the market. If you are the leader, you have to conduct campaigns to keep your competitors off balance. Are you the second or third in the market? Then you have to choose where to attack your enemy; it can be a frontal attack but you are more likely to succeed with flanking attacks, find his weak points and attack there. If you are a little guy, all hope is not lost; you can still engage in "guerilla warfare" by becoming a niche marketer and hopefully a big fish in a small pond that the big guys choose to ignore. I use a lot of examples from this book to spice up the discussion on competition when we get to that section in my marketing classes. If you are involved in marketing in any way, or just interested in the subject, this is a book you should add to your library.

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Marketing Warfare by Ries, Al , paperback

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Great book, fast read, practical applications

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