About the Book
The book that changed marketing forever is now updated for the new millenniumIn 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 decadesincluding Volkswagen, Sony, Coca Cola, Budweiser, IBM, and McDonaldsalong with annotated reproductions of winning and losing ads.
About the Author
Al Ries is Chairman of Ries & Ries, an Atlanta-based marketing strategy firm. He is a legendary marketing strategist and the bestselling author/coauthor of eleven books on marketing.Jack Trout is President of Trout & Partners Ltd., where he supervises a global network of experts that apply his concepts and develop his methodology around the world.
Introduction: Marketing is warChapter 1. 2500 years of warChapter 2. The principle of forceChapter 3. The superiority of the defenseChapter 4. The new era of competitionChapter 5. The nature of the battlegroundChapter 6. The strategic squareChapter 7. Principles of defensive warfareChapter 8. Principles of offensive warfareChapter 9. Principles of flanking warfareChapter 10. Principles of guerrilla warfareChapter 11. The cola warChapter 12. The beer warChapter 13. The burger warChapter 14. The computer warChapter 15. Strategy and tacticsChapter 16. The marketing generalIndex
|Title:||Marketing Warfare: 20th Anniversary Edition||Publisher:||Tata McGraw Hill|
|No. of Pages:||232|
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