Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition (BUSINESS BOOKS) - Hardcover

9780071460828: Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition (BUSINESS BOOKS)
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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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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

Synopsis:
This is the book that changed marketing forever is now updated for the new millennium. In 1986, "Marketing Warfare" propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, two decades later, this Annotated Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout. New content includes in-depth analyses of some of the biggest marketing successes and blunders of the past two decades - including Volkswagen, Sony, Coca Cola, Budweiser, IBM, and McDonalds - along with annotated reproductions of winning and losing ads.

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  • PublisherMcGraw Hill
  • Publication date2005
  • ISBN 10 0071460829
  • ISBN 13 9780071460828
  • BindingHardcover
  • Edition number2
  • Number of pages240
  • Rating

Other Popular Editions of the Same Title

9780070527263: Marketing Warfare (MARKETING/SALES/ADV & PROMO)

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ISBN 10:  ISBN 13:  9780070527263
Publisher: McGraw Hill, 1997
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    McGraw..., 1990
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  • 9780452258617: Marketing Warfare

    Penguin, 1991
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  • 9780070666009: Marketing Warfare

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