Marketing Warfare"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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Contents
| 9 | |
| 23 | |
The superiority of the defense | 31 |
The new era of competition | 37 |
The nature of the battleground | 43 |
The strategic square | 49 |
Principles of defensive warfare | 55 |
Principle of offensive warfare | 67 |
Principles of guerrilla warfare | 101 |
The cola war | 117 |
The beer war | 137 |
The burger war | 155 |
The computer war | 167 |
Strategy and tactics | 187 |
The marketing general | 205 |
Index | 215 |
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Common terms and phrases
advantage advertising American Apple army attack battle become beer better brand Burger called cars classic Clausewitz Coca-Cola Coke cola competition competitors concept Coors course create defensive develop Diet direction drink effect enemy example fight flanking flanking attack force Ford front going guerrilla IBM's idea important industry introduced It's King later launch lead leader less Light Lite look major marketing marketing warfare McDonald's military Miller million mind Motors mountain move nature needs never offensive operation opportunity Pepsi percent personal computer play position possible principle problem says sell share soft drink started strategy strength strong success superiority tactics thing took turned usually victory warfare weakness
Bibliographic information
| Title | Marketing Warfare |
| Authors | Al Ries, Jack Trout |
| Publisher | McGraw Hill Professional, 1997 |
| ISBN | 0071371125, 9780071371124 |
| Length | 216 pages |
| Subjects | › Business & Economics / Advertising & Promotion |
| Export Citation | BiBTeX EndNote RefMan |