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Marketing Warfare (Anglais) Broché – 1 décembre 1997


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Descriptions du produit

Présentation de l'éditeur

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. --Ce texte fait référence à l'édition Relié .

Quatrième de couverture

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



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Détails sur le produit

  • Broché: 216 pages
  • Editeur : McGraw-Hill Professional; Édition : New edition (1 décembre 1997)
  • Langue : Anglais
  • ISBN-10: 0070527261
  • ISBN-13: 978-0070527263
  • Dimensions du produit: 14 x 1,6 x 20,3 cm
  • Moyenne des commentaires client : 4.5 étoiles sur 5  Voir tous les commentaires (2 commentaires client)
  • Classement des meilleures ventes d'Amazon: 109.573 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
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Par Hansjoerg Haas sur 7 octobre 2003
Format: Broché
If you want to know the principals of modern marketing, so this will bee the one you need to read. It's a thriller to read and you will bee fascinated.
I recommande that book to everybody who wants to get the fever for marketing. I have choosen my job by the virus I got form that book.
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Par anne-sophie sur 23 juin 2011
Format: Relié
Based on thourough research, it gives a very good overview on some of the largest companies/brands in the world and their strategies 'or the author's view about it). Of course, it is opinionated, but the arguments are very good and it is very pleasant to read!
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Commentaires client les plus utiles sur Amazon.com (beta)

Amazon.com: 61 commentaires
11 internautes sur 12 ont trouvé ce commentaire utile 
Incoming!!! (Sales, that is...) 20 février 2001
Par Joanna Daneman - Publié sur Amazon.com
Format: Broché
This classic book on marketing is a must-read for anyone in business. Classic examples of marketing struggles such as the burger wars and cola wars are things we all can relate to, yet provide valuable examples of what to do and what NOT to do when marketing your products.
Reading these examples reminds you of what you already knew about marketing, yet probably forgot to use in your last marketing campaign. It never hurts to revisit these fundamentals--just as the great Larry Bird could be found practicing foul shots alone on the court many an evening.
Many people object to the military metaphor for business, but in this case, we're talking strategy and that's exactly what you need to employ to market products successfully. Basic principles such as knowing the leader's strength, finding the leader's weakness and hitting on a focused "front" are the offensive strategies. Defense (just as important to maintain market share) is discussed, as is "guerrilla warfare" or being the jeeps against the tanks.
"Marketing Warfare" is easy to read, enjoyable, understandable and applicable to anything you do in marketing. I consider it a MUST-HAVE for anyone doing business where a product is sold.
10 internautes sur 11 ont trouvé ce commentaire utile 
Excellent guide to marketing strategy, but a bit simplistic 23 février 2001
Par M. Livshutz - Publié sur Amazon.com
Format: Broché
This book takes the approach that a successful company is always ahead of its competitors. Thus, its marketing strategy must always be about beating the competitors. If so, then marketing can certainly be described as warfare. The authors decided to keep the book light and easy to read. Because of that, it might appear too shallow, especially to an experienced marketing professional. Even though I am not one, I wished there were more details about the examples they give.
The authors give four strategies that apply to different types of markets and companies.
* Defensive strategy applies to a market leader.
* Offensive strategy applies to a strong challenger.
* Flanking strategy applies to a weaker challenger, and is the most effective in their view.
* Guerilla strategy applies to a small company that wants to avoid being crushed by the bigger competitors.
They explain each strategy in theory and by giving specific examples. They devote much effort to emphasize the folly of picking a strategy that does not match your company realistic market position. They note that most marketing professionals think their company is a leader or at least a strong challenger, so they choose the defensive or offensive strategies. In reality, there are very few companies that are leaders or strong challengers in any market. Therefore, too much marketing patriotism results in misdirected marketing campaigns that fail to achieve positive results.
I think this book is great. I wish there was a more expanded version with more detailed case studies. Overall, though, I recommend it.
6 internautes sur 6 ont trouvé ce commentaire utile 
Insightful, lively and real. 28 juin 1999
Par Un client - Publié sur Amazon.com
Format: Broché
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
6 internautes sur 6 ont trouvé ce commentaire utile 
This book taught me more than Harvard Business School 11 septembre 1998
Par Un client - Publié sur Amazon.com
Format: Broché
While working at Intuit, which pioneered many sophisticated marketing techniques in the software industry, I asked the marketing manager what she considered the most important marketing books to read. "Marketing Warfare" was one of the top three. I devoured it.
The book starts with the principle that marketing is primarily about psychology, and making your product synonymous with a category IN THE CONSUMER'S MIND. Coke=cola. McDonald's=fast food. "Marketing Warfare" describes how you can do this, and how you can compete for a position in the consumer's mind if you're in an industry already dominated by a leader.
I learned more solid, applicable concepts from this book than I did from the first year Marketing curriculum of Harvard Business School.
12 internautes sur 15 ont trouvé ce commentaire utile 
The Markertplace is a Battlefield.. a great easy read. 2 janvier 2000
Par Un client - Publié sur Amazon.com
Format: Broché
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.
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