Marketing Warfare

by Al Ries; Jack Trout

• ISBN13: 9780070527300
• ISBN10: 007052730X
• Format: Hardcover
• Copyright: 1985-09-01
• Publisher: McGraw-Hill

Summary

Twenty years ago, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, world-renowned marketing strategists Al Ries and Jack Trout present this special 20th Anniversary Edition, featuring the latest, most powerful tactics and a fresh perspective on why marketing warfare is even more crucial for today's companies.

Table of Contents

Introduction: Marketing is war	p. 1
2500 years of war	p. 9
The principle of force	p. 23
The superiority of the defense	p. 31
The new era of competition	p. 37
The nature of the battleground	p. 43
The strategic square	p. 49
Principles of defensive warfare	p. 55
Principles of offensive warfare	p. 67
Principles of flanking warfare	p. 83
Principles of guerrilla warfare	p. 101
The cola war	p. 117
The beer war	p. 137
The burger war	p. 155
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