Customer Reviews


16 Reviews
5 star:
 (10)
4 star:
 (5)
3 star:    (0)
2 star:    (0)
1 star:
 (1)
 
 
 
 
 
Average Customer Review
Share your thoughts with other customers
Create your own review
 
 

The most helpful favourable review
The most helpful critical review


4 of 4 people found the following review helpful
4.0 out of 5 stars 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...
Published on 13 Dec 1999

versus
9 of 15 people found the following review helpful
1.0 out of 5 stars 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...
Published on 4 Oct 2000


‹ Previous | 1 2 | Next ›
Most Helpful First | Newest First

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
This review is from: Marketing Warfare (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!
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


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
This review is from: Marketing Warfare (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
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


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
This review is from: Marketing Warfare (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.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5.0 out of 5 stars Witty, factual, cutting., 10 Mar 1999
By A Customer
This review is from: Marketing Warfare (Paperback)
Even if you only read this to better plan your career, it is worth its weight in gold. From reading the anecdotes, it appears to have been written in the mid-80s, even though the Amazon.com date says "(214 pages - 1997)". Still, it appears more appropriate today than it did then. Throughout the book, corporate marketing plans and executions are compared to equivalent battles in history, and the analogy holds up very well. Witty, factual, cutting. Don't leave Rome without it!
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5.0 out of 5 stars The Daddy Of Marketing, 26 Oct 2010
By 
This review is from: Marketing Warfare (Paperback)
This book is the absolute daddy of all marketing tomes. I've spent many years running marketing programmes across the US and Europe and this is without doubt the best book on strategic marketing that I have come across in twenty years of experience. To those who say marketing isn't a war, I say you've never been at the sharp end, my friend, competing with voracious global corporations who will do almost anything to prevent you winning even a microscopic morsel of their market share.

Buy it.
Read it.
Do it.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5.0 out of 5 stars REVOLUTIONARY HERESY, 22 April 1998
By A Customer
This review is from: Marketing Warfare (Paperback)
I found the book profoundly enlightening, a revolutionary text, heretically defying the currently dominant views of diversification, synergy and the like. I am still in disbelief that these two authors could get it so right while the rest of the business world has gotten it so wrong.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5.0 out of 5 stars This is hands-down the best marketing book I've ever read!, 11 Mar 1999
By A Customer
This review is from: Marketing Warfare (Paperback)
This is hands-down the best marketing book I've ever read! The book is concise and has CLEARLY DEFINED guidelines for heavy duty marketing. Marketing Warfare has already changed the way I do business.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


1 of 2 people found the following review helpful
5.0 out of 5 stars The Markertplace is a Battlefield.. a great easy read, 14 July 2000
By A Customer
This review is from: Marketing Warfare (Paperback)
The book looks at Marketing from a military perspective. The book was largely influenced by the book "On War" by the retired Prussian general Karl von Clausewitz.
It basically outlines 4 broad Marketing Strategies which depend on your market position, the nature of your product and on the competition; viz, Offense, Defense, Flanking and guerrilla warfare.
"Marketing promises should be as vague as political ones. Otherwise you will erode the effectiveness of your forces", "Marketing battles are fought inside the mind. Inside your own mind and inside the mind of your prospects every day of the week.", "keep the forces concentrated in an overpowering mass. The fundamental idea. Always to be aimed at before all and as far as possible.", "The more helpless the situation, the more everything presses toward one single, desperate blow.", "Strategy and Timing are the Himalayas of Marketing. Everything else is the Catskills.", et cetera.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


4.0 out of 5 stars good mixture of old & new information & stratagies, 15 Jun 1998
By A Customer
This review is from: Marketing Warfare (Paperback)
well its a good book with both old essential & new information& stratagies.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


4.0 out of 5 stars Not bad., 10 Feb 1998
By A Customer
This review is from: Marketing Warfare (Paperback)
Makes things sound easy enough. Easy reading, hopefully some wisdom, too.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


‹ Previous | 1 2 | Next ›
Most Helpful First | Newest First

This product

Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition
13.94
In stock
Add to basket Add to wishlist
Only search this product's reviews