Marketing Warfare: 20th Anniversary Edition: Authors' Annotated EditionThe 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. |
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Contents
Marketing is | 1 |
2500 years of | 9 |
The principle of force | 15 |
Copyright | |
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advertising American Motors Apple battleground better brand Budweiser Burger King caffeine cars Chrysler Coca-Cola Coke and Pepsi cola competition competitors concept Coors Light Corporation Datril defensive Diet Coke drink enemy example fight film Find a weakness flanking attack flanking move Ford front Gillette guerrilla guerrilla warfare Heineken Hewlett-Packard high-priced Iacocca IBM's important industry introduced Jeep Johnson & Johnson Karl von Clausewitz Kodak launch leader's strength Lean Cuisine Lee Iacocca light beer line extension Lite mainframe market share Marketing battles marketing strategy marketing warfare McDonald's Michelob military Miller million mind minivan mountain offensive attack Offensive principle offensive warfare Pepsi-Cola percent personal computer position principle of force Royal Crown says Clausewitz Schlitz segment sell sold successful flanking tactics television There's tion toothpaste Trucolor Tylenol victory Volkswagen Xerox