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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.
- Sales Rank: #449982 in Books
- Brand: Ries, Al/ Trout, Jack
- Published on: 2005-12-13
- Original language: English
- Number of items: 1
- Dimensions: 8.30" h x .90" w x 7.60" l, 1.15 pounds
- Binding: Hardcover
- 240 pages
From the Back Cover
You've got your hands on one of the greatest marketing manuals ever writtenthe classic that defines the strategies, plans, and campaigns of today's marketing battlefield. Marketing is war. To triumph over the competition, it's not enough to target customers. Marketers must take aim at their competitorsand be prepared to defend their own turf from would-be attackers at all times. This indispensable guide gives smart fighters the best tacticsdefensive, offensive, flanking, and guerrilla. It's the book that wrote the new rules!
Praise For Marketing Warfare:
"By far the most valuable and exiting business book to come along in years."Glamour
"Had Coca-Cola only listened to Trout and Ries, it would have known that to tamper with the Real Thing would be to court disaster."New York
"Chock-a-block with examples of successful and failed marketing campaigns. . .Makes for a very interesing and relevant read."USA Today
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. Ries writes a monthly marketing column for AdAge.com, and he is frequently quoted in major publications.
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. Trout is recognized as the world's foremost marketing strategist; his concept of "positioning" has become the world's #1 business strategy. Trout writes a bimonthly column for Forbes.com.
Ries and Trout are also the authors of the marketing classic Positioning.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Only one CD-not whole book
By Summer
This was not the full audio book. It was only the intro . The item was one CD and only 50 minutes. Not exactly sure what happened but I do not feel that I received what was expected . I still want the whole book on audio, however I am afraid to purchase it again for fear the same thing will happen .
1 of 1 people found the following review helpful.
Still has legs after 20 years, but they are getting tired
By Don V
I read the original of this book 20 years ago and many of the concepts stuck with me all these years. I decided to reread it and see how the updated version would feel. Well, the basic principals are still thoughtful and it's interesting to see how some of the initial predictions have turned out. In most cases, they did a pretty good job and in some they missed. I was hoping to see more recent examples of how some of the newer market leaders followed the methods elaborated here, such as Google, Amazon, eBay, etc, but they did not add these in the update. All in all, a good read of concepts as a broad brush from a strategy perspective.
1 of 1 people found the following review helpful.
Marketing 101
By Phillip Schwarzmann
Regardless of whether you like the "warfare" analogies or not, the concepts discussed in this book is Marketing 101 for marketers.
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.
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