Product Description

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.

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Product Details

• Amazon Sales Rank: #83271 in Books
• Published on: 2005-12-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 224 pages

From the Back Cover

Two decades ago, Al Ries and Jack Trout rocked the marketing world with their instant classic Marketing Warfare, declaring that "marketing is war where the enemy is the competition and the customer is the ground to be won." Today, that comparison has never been more apt, and the marketing strategies they presented are just as appropriate, if not more so. To commemorate the 20^th anniversary of this groundbreaking book, McGraw-Hill reunites Ries and Trout, the world's best-known marketing mavens, to annotate and expand upon their classic for the next generation of marketers.

In this special 20^th Anniversary Edition of the international marketing bestseller Marketing Warfare, the authors reveal how today's companies can outwit, outflank, and outfight their opponents, reinforcing the relevance of each marketing strategy. They look back over twenty years of campaigns, providing new, in-depth analyses of some of the biggest successes and flops in marketing history.

Presenting a fresh perspective on why waging marketing warfare is even more important today than two decades ago, Ries and Trout explain how to navigate the new marketing battleground and devise a plan of attack that will work--no matter your product category or industry. They also offer:

• The essential strategies that most companies--both large and small--overlook when developing a marketing program
• The must-know principles of offensive, defensive, flanking, and guerrilla marketing warfare
• Reproductions of successful and not so successful ads, accompanied by the authors' comments on why they worked or failed
• A valuable follow-up on the market leaders from the last edition

With this new edition of Marketing Warfare, you'll discover that it's not about what you want to do, it's what the enemy will let you do. So develop your full arsenal to win more customers than your competitors--and let marketing wizards Ries and Trout lead you to victory on today's marketing battlefield!

You've got your hands on one of the greatest marketing manuals ever written--the classic that defines the strategies, plans, and campaigns of today's marketing battlefield.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 have reunited to present this special 20^th Anniversary Annotated Edition, featuring the latest, most powerful tactics and a fresh perspective on why marketing warfare is even more crucial for today's companies.

This updated, strategy-packed guide gives smart marketers the keys to battling the right type of warfare: defensive, offensive, flanking, or guerrilla. It also offers new, in-depth analyses of some of the most phenomenal marketing successes and blunders of the past two decades--including Volkswagen, Sony, Coca Cola, Budweiser, IBM, and McDonald's--along with annotated reproductions of winning and losing ads. Marketing Warfare is the indispensable book that wrote the new rules--and continues to rewrite them for the next marketing generation!

"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."--The New York Times

"Chock-a-block with examples of successful and failed marketing campaigns. . . . Makes for a very interesting and relevant read."--USA Today

"Revolutionary! Surprising!" --BusinessWeek

"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon." --Newsweek

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.

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Customer Reviews

Gripping Insightful Read, In need of updated case studies.
This is the first marketing book for some time to grip me like a Tom Clancy novel (and I read LOTS of marketing books). It has an easy style, provokes genuine consideration of the truth or otherwise of its message, and is unusually cheap!

The case studies are in need of update as many of them have moved on since publication and this gives a great opportunity for the authors to explain how their theories worked (or didn't). I would also have liked to see a summary of the rules of marketing warfare in an easy referenced table, rather than have to wade back through the text.

Overall, I recommend you read it!

Based on a false mindset
Business is not war. In war (like in sports) there is just one winner, all the rest are losers. In business, however, there can be multiple winners. The examples in the book are often lax with no clear cause and effect relationship in the arguments.

Try something that deals with the application of game theory in business. That will give you a revolutionary new mindset (there are some easy-to-read books available).

Insightful, lively and real.
Nice to see that the cover has been reworked. Still prefere the old one. It captures the essence on the book

The book perhaps deals a little too much with companies and brands that have been arround for many years. I think an analysis of emerging industries would proeve to be more valuble in the fast changing consumer markets. It is easier to review the past and submitt an analysis, do not get me wrong the value of this is emense, but I would like to these good marketing minds put their intellectual capacity to markets that are on the cutting edge both interms of technology but aslo interms of comsumer dynamics.

All in all a must read for Senior Marekting Managers and Director types who continue to not pay attention to the basics as outlined in the book. I work for South Afrca's biggest brewing company and I can vividly relate to some of the follies outlined in the book.

Great Book