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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The element of surprise helps the attacker, but when the market leader is large the attackers also must be large, and the logistics of launching a large scale attack or a large promotional campaign are such that the element of surprise is difficult to maintain and the defensive position becomes yet more difficult to upset.

Ries and Trout argue that marketing battles do not take place in geographic areas, nor in stores. The product should be in a new category that does not compete directly with the leader and should be the first to target the segment.

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

The leader’s defensive battle involves coming down from the top to fight off offensive attacks. Al RiesJack Trout. If you enjoy the topic of History specifically, military and want to know more about Marketing, this is an easy enough of a read and a Simply one of my favourite marketing books, and one that has completed changed my perspective on rjes it takes to understand the market.

Marketing is a war. These battles range from Marathon in B. The number three firm is too small to sustain an offensive attack on a larger firm.

Archived from the original on Publicly stated marketing promises should be vague for the same reason. Rather, firms would do better by becoming competitor-oriented.

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

The same is true in marketing warfare. Want to Read Currently Reading Read.


I haven’t read the anniversary edition. Sep 01, Pratik Burman rated it it was amazing. Ries and Trout present the following three principles of offensive strategy: An absolute must read for anyone beginning to study marketing.

On the mountains in the mind of the consumer see The Nature of the Battleground discussed previouslythe high ground at the top of the mountain is owned by the market leader.

A firm’s market share relative to that of competitors determines which strategy is appropriate. All other things equal, an army with a larger number of troops has an advantage over smaller armies. Return to Book Page. You may also like. This updated, strategy-packed guide gives smart marketers the keys to battling the right type of warfare: RowlingHardcover Miller Lite was successful, but Miller High Life suffered as it lost its position in the mind of the consumer as the working man’s beer.

Ries graduated from DePauw University in with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in Part of that book is great, brilliant even. The first major proponents of marketing warfare theories was Philip Kotler [2] and J.

Instead, the product only needs to be different enough to carve its own position. In the earlier example of Datril vs. The number three firm’s flanking attack would go around the mountain. An alliance might be more beneficial to the two motels than direct competition with one another.

Marketing Warfare

As in military strategy, it is unwise for a firm to publicly state deadlines for its victory. In such an environment, each of the four firms has different objectives: This is the case in football, war, and marketing, according to Marketing Warfare. For example, the scope can be limited geographically, demographically, by industry, or by warfate.

Views Read Edit Warvare history. The smallest firm probably does not have sufficient resources to launch any type of sustained attack.


Jun 05, Anna rated it riea liked it Shelves: True that uack tactics of previous centuries may not have survived today, but the argument the authors make is that military tactics are a fair comparison no spoilers, but the reason they give sounds perfectly logical. The Superiority of the Defense An entrenched defense that is expecting an attack has an advantage that can only be overcome by an overwhelmingly larger attacker.

Account Options Sign in. Defensive strategies only should be pursued by the market leader. Marketing Warfare Al Ries Snippet view – I picked up this book off a dusty shelf at work a few minute before leaving for a business trip. Just a moment while we sign you in to your Goodreads troutt.

The Principle of Force There’s a saying that it is easier to get to the top than to stay there. The book focuses on strategy more that magketing. If the firm does not have the resources to strengthen its newly won position, then perhaps it should have used a trrout strategy instead of a flanking one. The marketing concept states that a firm’s goal should be to identify and profitably satisfy customer needs. Feb 02, Dzijana Liashkevich rated it really liked it Shelves: It can create enormous momentum which can be extremely difficult for the competitor to stop.

Amazing book, explains perfectly Marketing warfare strategies applied in famous companies across the globe. Once consumers already have in their minds that a product is number one, it is extremely difficult for another product, even if superior, to take over that number one place in the consumer’s mind.