Descripciones mejoradas de Syndetics:

Twenty years ago, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, world-renowned marketing strategists Al Ries and Jack Trout present this special 20th Anniversary Edition, featuring the latest, most powerful tactics and a fresh perspective on why marketing warfare is even more crucial for today's companies. This updated, strategy-packed guide gives smart marketers the keys to battling the right type of warfare: defensive, offensive, flanking, or guerrilla. 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. Marketing Warfare is the indispensable book that wrote the rules-and continues to rewrite them for the next marketing generation! Book jacket.

Tabla de contenidos provista por Syndetics

• Introduction: Marketing is war(p. 1)
• Chapter 1 2500 years of war(p. 9)
• Chapter 2 The principle of force(p. 23)
• Chapter 3 The superiority of the defense(p. 31)
• Chapter 4 The new era of competition(p. 37)
• Chapter 5 The nature of the battleground(p. 43)
• Chapter 6 The strategic square(p. 49)
• Chapter 7 Principles of defensive warfare(p. 55)
• Chapter 8 Principles of offensive warfare(p. 67)
• Chapter 9 Principles of flanking warfare(p. 83)
• Chapter 10 Principles of guerrilla warfare(p. 101)
• Chapter 11 The cola war(p. 117)
• Chapter 12 The beer war(p. 137)
• Chapter 13 The burger war(p. 155)

Notas de autor provistas por Syndetics

John Francis Trout was born in Manhattan, New York on January 31, 1935. He graduated from Iona College and then served as a flight navigator in the Navy. Afterward, he got a job in General Electric's advertising and training program. He later joined Uniroyal as a division advertising manager. In 1967, he went to work for Al Ries at his advertising agency, Ries Cappiello Colwell. Trout eventually became its president and a partner, and the agency became known as Trout and Ries. They worked together until 1994, when Trout started his own firm, Trout and Partners.

Trout wrote numerous books including Positioning: The Battle for Your Mind with Al Ries, Differentiate or Die: Survival in Our Era of Killer Competition with Steve Rivkin, and Repositioning: The New Battle for Your Mind with Steve Rivkin. He died from intestinal cancer on June 4, 2017 at the age of 82.

(Bowker Author Biography)