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.

Author: Fesida Juran
Country: Bosnia & Herzegovina
Language: English (Spanish)
Genre: History
Published (Last): 13 August 2011
Pages: 43
PDF File Size: 5.7 Mb
ePub File Size: 10.68 Mb
ISBN: 313-5-70756-268-2
Downloads: 19784
Price: Free* [*Free Regsitration Required]
Uploader: Yozshutaxe

Trivia About Marketing Warfare.

Marketing Warfare

The size and shape was just right to fit the hand, and this bottle and its association with Coca-Cola was a major strength. As in military warfare, the appropriate marketing warfare strategy depends on the firm’s position relative to its opponents.

For example, the scope can be limited geographically, demographically, by troutt, or by price. A study was made of 25 brands that held the number one position. Avoid a broad attack. Twenty years ago, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. In the ‘s jcak brewers introduced light beers as line extensions. But ,as for me,i don’t like the way the authors “impose” some ideas in the book like it is a general truth and it can’t be otherwise.

Even if the new product has less profit margin ,arketing may reduce short-term profit, it accomplishes the more important long-term goal of protecting the firm’s market share.

Le marketing est un amd. There’s a saying that it is easier to get to the top than to stay there. 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. From Wikipedia, the free encyclopedia.


It beautifully lays down how one can find weakness in other’s strength classic example being Coca Cola with caffeine vs 7UP, broiled vs fried. Finally, once there is marketing peace and the brand has affirmed its dominance, it can grow its sales by growing the market. It also offers new, in-depth analyses of some of the most phenomenal marketing markrting 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.

Rather, marketing battles take place in the mind of the consumer. For example, a defensive position that is in a trench or foxhole will be shielded from the attackers, and the attackers will suffer many more casualties eies the defenders.

Marketing Warfare

Marketing Warfare is the indispensable book that wrote the rules-and continues to rewrite them for the next marketing generation! According to the business literature of the period, offensive strategies were more important than defensive one.

A critical question when forming alliances is who the competitor is.

Dec 15, Tim Ponygroom rated it it was amazing Shelves: HardcoverAnnotated, 20th Anniversary Editionpages. 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.

Ries and Trout argue that marketing battles do not take place in geographic areas, nor in stores. Just a moment while we sign you in to your Goodreads account. When management declares that it is time to “redouble our efforts”, then the marketing battle has warfaee to hand-to-hand combat and is likely to end in defeat.

On the marketing battlefield, it means overpowering the competitor in a specific position in the mind of the customer. Jul 17, Aditya rated truot liked it. These weaknesses were a direct result of Coke’s strength and illustrate the second principle of offensive warefare: To support the argument of a bottom-up strategy, Ries and Trout point out that many large companies incorrectly believe that they can do anything if they simply allocate enough resources.


Line extensions of the main product do not work well here; high-end products should have a new name in order to establish a new position that is not diluted by the position of other products.

Others such as Dollar and Thrifty followed, but Budget was ahead of the game and was able to solidify its position. Attacking oneself is less risky from an anti-trust perspective. Ries and Trout use examples of successes and failures of everyday grout to help the reader internalize the principles and develop an intuitive feel for them. Firms also should avoid the trap of thinking that if rues work hard enough, they will succeed in their attack.

Ries and Trout also use the “beer war” to illustrate marketing warfare principles. 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 grout to upset.

Because the volume is small warfaee Rolls-Royce already has the lead, other manufacturers are deterred from competing directly. Satisfaction is guaranteed with every order. You get to understand it very well, is super interesting and even people who are not familiar with marketing terminology can get the ideas. Instead, the product only needs to be different enough to carve its own position.