A summary of Al Ries & Jack Trout ‘s marketing bestseller: Marketing Warfare. The marketing concept states that a firm’s goal should be to identify and profitably . “A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon.”Newsweek “Revolutionary! Surprising!”Business Week. Now, world-renowned marketing strategists Al Ries and Jack Trout present this special Marketing Warfare is the indispensable book that wrote the rules-and.

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Marketing Warfare – Al Ries, Jack Trout – Google Books

Amazing book, explains perfectly Marketing warfare strategies applied in famous companies across the globe. Time that defenders can take advantage of Think smarter, not longer.

Jun 03, Alice rated it ane was amazing. From Wikipedia, the free encyclopedia.

As in military warfare, the appropriate marketing warfare strategy depends on the firm’s position relative to its opponents. A more flexible challenger can use this fact to its advantage.

Accept them as their truth, accept the reality and deal with them. Having an incredible product and adding more value than others isn’t enough and this book enables us to get the right mindset. Aug 26, Avneesh Bansal rated it really liked it. For some products such as automobiles, the development time is several years and thus the flanking product has the potential to establish its position before incumbants can respond.


If the market leader attempts to grow larger, then anti-trust issues will be raised.

An absolute must read for anyone beginning to study marketing. Still, there are too many examples and not enough pure content.

Al Ries is a marketing professional and author. This is one of the dangers that can be avoided by a bottom-up strategy based on what can be accomplished on the tactical level.

Marketing Warfare by Al Ries and Jack Trout (1986, Paperback)

To see what your friends thought of this book, please sign up. Ries and Trout believe in having relatively few people involved in the strategic process. Sep 10, Cris B rated it really liked it. Too often, management turns its attention to the products that are not performing well rather than strengthening the position of the winners. I only took it to brush up on the background of a few Historical Battles, but I got hooked.

SECOND “The company decides what to do and the advertising agency decides how to do it” – so the knowledge of tactics never impacts strategy formulation Nov 05, Essam AlGhamdi rated it it was amazing.

For most companies, guerrilla marketing is the appropriate strategy simply because in most industries only a small percentage of firms are large enough to pursue defensive, offensive, or flanking strategies. On the marketing battlefield, it means overpowering the competitor in a specific position in the mind of the customer. Dec 12, Arush rated it it was amazing. Success depends on battling competitors for market share.


From “launching a breakthrough campaign” to the “cola wars”, the analogy between marketing and warfare is evident.

Marketing Warfare by Al Ries and Jack Trout (, Paperback) | eBay

When the defenders are taken by surprise, it usually is because they ignored warnings or did not take them makreting. A guerrilla should resist the temptation to give up its lean and nimble organization.

Sep 05, John MP rated it it was amazing. Ries and Trout present the following three flanking principles: The Marketing General Ries and Trout believe in having relatively few people involved in the strategic process.

Extremely well written, and very unlike what I have read about these two wars in other books.

Simply one of my favourite marketing books, and one that has completed changed my perspective on what it takes to understand the market. Ries and Trout tell the story of several famous battles in history that illustrate lessons of warfare.