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Praise for Marketing warfare
By far the most valuable & exciting business book to comealong years Glamour
"Had Coca-Cola only listened to Trout and Ries, it would
have known that to tamper with the Real Thing would beto court disaster." New York
"Chock-a-block with examples of successful and failedmarketing campaigns. . .Makes for a very interesting andrelevant read." USA Today
"Revolutionary! Surprising!"Business Week2
MARKETINGWARFARE-Ries&
Trout
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CONTENTS:
MARKETINGWARFARE-Ries&
Trout
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2500 Years of War.
The Principle of Force.
The Superiority of the Defense.
The New Era of Competition.
The Nature of the Battleground.
The Strategic Square.
Principles of Defensive Warfare.
Principles of Offensive Warfare. Principles of Guerilla Warfare.
The Cola War.
The Beer War.
The Burger War.
The Computer War.
Strategy and Tactics.
The Marketing General
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WARFARE
Al Ries and Jack Trout argue that marketing is warand that the marketing concept customer-oriented
philosophy is inadequate. Rather, firm would do
better by becoming competitor-oriented.
The principle of force:
Theressaying that it is easier to get top than to stay
there. They disagree, arguing that once at the top, a
company can use the power of its leadership
position to stay there.
o The superiority of defense:4
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Trout
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DEFENSIVEWARFARE
PRINCIPLES
1) Only the market leader should consider playing defensive
2)The best defensive strategy is to attack yourself
3) Strong competitive moves should always be blocked
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MARKETINGWARFARE-Ries&
Trout
Adopted when your organization is clear market leader
Examples:
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FLANKINGWARFARE
Adopted when
Your organization is no. 4-6 in market
You have resources to pursue flanking move
Resources to sew-up that market segment
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MARKETINGWARFARE-Ries&
Trout
PRINCIPLES
1) A good flanking move must be made into uncontested area
2) Tactical surprise ought to be an important element of the plan
3) The pursuit is as critical as attack itself
Examples:
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GUIRELLA WARFARE
Appropriate for other 96 organization in 100
organizations market.
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MARKETINGWARFARE-Ries&
Trout
PRINCIPLES
1) Find a segment of a market small enough to defend
2) No matter how successful you become, never act like the leader
3) Be prepared to bug out at a moments notice.
Example:
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CASESTUDIES:
The cola war
The beer war
The burger war
The computer war
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Trout
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CRITICISM OF THE BOOK
(a) they have copied a little too much from Sun Tzu
and samurai literature.
(b) they often forget that there are more subtleways of bringing down an enemy than tanks - to
stay in the books military slang, and finally
(c) they completely ignore that there are ethicseven in a corporate world
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Trout
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THANK YOU
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MARKETI
NGWARFARE-Ries&
Trout