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Summary: The Markertplace is a Battlefield.. a great easy read.
Review: 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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Summary: art of war in marketing
Review: Think of this book as the "art of war" to use in marketing. Easy to read even if you are not very proficient in marketing and thinking strategies in marketing. Based on the current market situation, yours and your competitor's, it DOES matter which marketing strategy you use. One of the best books i have ever read. Ries/Trout fan.
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Summary: A Direct Hit!
Review: This book by Al Ries and Jack Trout is brilliant. It takes the comparison of a military scenario and aligns competitive tactics to the world of marketing products and companies. This is a wonderfully clear-cut text with a minimum of 'jargon'. Any reader will find this enjoyable and immediately useful to whatever activity in commerce they seek to expand and prosper with. This text covers competitive tactics to flank, attack and out-maneuver any counter intention to your companies prosperity and bring off a decisive victory. It also contains facinating insights into other companies experiences that helps you understand what pitfalls to avoid in carving out your own companies strategies. It gives you a complete understanding of how to be inventive and at the same time apply successful 'out-flanking' and 'out-witting' tactics to every battle you engage in against your competition to win the hearts of the consumers. A brilliant work from top to bottom, as well as an exceptionally entertaining read. This is definitely one of the best marketing books ever written.
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Summary: Excellent guide to marketing strategy, but a bit simplistic
Review: 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.
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Summary: kudos to gen. clausewitz
Review: this book very well intimates that marketing is war. so to deal with a war, different tools are needed. offensive, defensive and guerrilla war are some of them. the book gives insight of the history of various gigantic companies and the testing conditions the came from. sectionwise coverage gives a reader liberty to read according to the industry of his interest.
though the book has been written in a military style, but fun to read. the principles of warfare also are feast to grab. looks very obvious but are very profound. simply a delicious book for voracious readers.
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Summary: Incoming!!! (Sales, that is...)
Review: 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.
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Summary: This is hands-down the best marketing book I've ever read!
Review: 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.
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Summary: Excellent Book
Review: This is one of the best books I've read on marketing. It is concise and full of real life examples of marketing campaigns. The authors look at the reasons for the sucess or failure of the different marketing campaigns. One of the more practical books I have read on marketing.
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Summary: Read it again.
Review: This is probably the most practical and useful book on marketing ever written. It's certainly not MBAish, though. And the analog of marketing to warfare is not perfect or rigorous. You'll need to think a bit about the concepts and how to apply them to your particular strategic situation. And another good read is "Positioning, The Battle for Your Mind" by the same authors. I reference these books throughout my marketing courses and seminars. They give students a different perspective and make for interesting discussions. But how could there be only 3 reviews of this excellent book??? Guess it and Positioning are older books ('86 & '81) so most of us read them before Amazon reviews. RECOMMENDATION: Read them again!
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Summary: good mixture of old & new information & stratagies
Review: well its a good book with both old essential & new information& stratagies.
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