Marketing Warfare

Neuausgabe 1997
ISBN: 978-0-07-052726-3
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 216 Seiten, Format (B × H): 139 mm x 204 mm, Gewicht: 267 g

You've got your hands on one of the greatest marketing manuals ever writtenthe classic that defines the strategies, plans, and campaigns of today's marketing battlefield. Marketing is war. To triumph over the competition, it's not enough to target customers. Marketers must take aim at their competitorsand be prepared to defend their own turf from would-be attackers at all times. This indispensable guide gives smart fighters the best tacticsdefensive, offensive, flanking, and guerrilla. It's the book that wrote the new rules!Praise For Marketing Warfare:"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."New York"Chock-a-block with examples of successful and failed marketing campaigns.Makes for a very interesing and relevant read."USA Today

Autoren/Hrsg.

Ries, Al

Trout, Jack

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien

Inhaltsverzeichnis

2500 Years of War.The Principle of Force.The Superiority of the Defense.The New Era of Competition.The Nature of the Battleground.The Strategic Square.Principles of Defensive Warfare.Principles of Offensive Warfare.Principles of Guerilla Warfare.The Cola War.The Beer War.The Burger War.The Computer War.Strategy and Tactics.The Marketing General.

Über Autor(innen)

Trout, Jack
Jack Trout (Greenwich, CT) is Chairman of Trout & Partners. Authors of numerous best-sellers, Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists. Their books have been translated into 19 languages worldwide.

Ries, Al
Al Ries (Roswell, GA) is Chairman of Ries & Ries, Focusing Consultants.

Al Ries and Jack Trout are the authors of the seminal marketing classic Positioning. They are also the authors of the best-selling marketing books Bottom-Up Marketing and The 22 Immutable Laws of Marketing. Trout is the coauthor of The New Positioning.