Marketing Warfare

Rating:
Summary: This book taught me more than Harvard Business School
Review: 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.