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Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition [Hardcover]

Al Ries (Author), Jack Trout (Author)
4.4 out of 5 stars  See all reviews (16 customer reviews)
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Book Description

Publication Date: 1 Dec 2005 | ISBN-10: 0071460829 | ISBN-13: 978-0071460828 | Edition: 2
It rocked the marketing world in 1986, and now, nearly two decades later, the strategies set down in Marketing Warfare are still just as relevant. To commemorate the 20th anniversary of the classic book that changed an industry, marketing mavens Al Ries and Jack Trout will reunite to annotate their book for another generation of marketers. The Anniversary Edition offers:

• A fresh perspective on why waging marketing warfare is even more important today than 20 years ago
• In-depth analyses of some of the biggest marketing successes and failures of the last two decades
• Reproductions of successful (or not so successful) ads, accompanied by the authors’ comments on why they succeeded or failed
• Valuable follow-up to the original edition. Where are these companies now? Who’s still a market leader?

Marketing is war. To triumph over the competition, it’s not enough to target customers. Marketers must take aim at their competitors—and be prepared to defend their own turf. This indispensable guide gives smart fighters the best tactics—defensive, offensive, flanking, and guerrilla. Marketing Warfare is the book that wrote the new rules.

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Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition + Positioning: The Battle for Your Mind + The 22 Immutable Laws Of Marketing
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Product details

  • Hardcover: 224 pages
  • Publisher: McGraw-Hill Professional; 2 edition (1 Dec 2005)
  • Language: English
  • ISBN-10: 0071460829
  • ISBN-13: 978-0071460828
  • Product Dimensions: 19.3 x 2.2 x 21 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: 163,685 in Books (See Top 100 in Books)

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  • See Complete Table of Contents

More About the Authors

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Al Ries
Jack Trout

Product Description

From the Back Cover

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

--This text refers to the Paperback edition.

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

4.4 out of 5 stars
16 reviews
4.4 out of 5 stars
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
4.0 out of 5 stars Gripping Insightful Read, In need of updated case studies. 13 Dec 1999
By A Customer
Format:Paperback
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!

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2 of 2 people found the following review helpful
4.0 out of 5 stars Insightful, lively and real. 28 Jun 1999
By A Customer
Format:Paperback
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

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2 of 2 people found the following review helpful
5.0 out of 5 stars An illuminating framework for understanding competition 1 May 1999
By A Customer
Format:Hardcover
I'm an engineer by training. The authors conveyed their marketing concepts in easy-to-understand terms thru analogy with warfare. I tried to apply their framework to Intel vs. AMD and Amazon.com vs. E-bay. I believe I have acquired some understanding of why the marketing folks at Intel and Amazon.com are doing what they are doing. Enough knowledge to have made me dangerous :-) Would have been nice if authors had included a few chapters on cases where the analogy of marketing with warfare breaks down.
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