A summary of Al Ries & Jack Trout ‘s marketing bestseller: Marketing Warfare. The marketing concept states that a firm’s goal should be to identify and profitably . Now, world-renowned marketing strategists Al Ries and Jack Trout present this special Marketing Warfare is the indispensable book that wrote the rules-and. “A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon.”Newsweek “Revolutionary! Surprising!”Business Week.

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A weakness in the leader’s strength must be found. In certain industries such as hotels, creating a brand that independents can join has been a successful strategy for many. Ries and Trout argue for the bottom-up approach because a deep knowledge of the tactics actually used on the battlefield is needed to formulate a strategy that has the goal of achieving marketnig objectives.

Many of the successes and failures of the Coke vs. More specifically, Ries and Trout argue that the sole purpose of strategy is to put the forces in motion to overpower the competitor at the point of contact using the principle of force.

Marketing warfare strategies – Wikipedia

A flanking attack is always a speculative venture. The Marketing General Ries and Trout believe in having relatively few people involved in the strategic process.

I picked up this book off a dusty shelf at work a few minute before leaving for a business trip. If a strategy requires top-notch tactics to win the battle, Ries and Trout maintain that such a strategy is unsound because tactical brilliance is rare.

Nov 05, Essam AlGhamdi rated it it was amazing. Marketing Warfare The marketing concept states that a firm’s goal should be to identify and profitably satisfy customer needs.

Furthermore, the dispensing machines for Coke were designed for nickels only, so the price could not easily be changed. Test marketing should be minimized to maintain the element of surprise. Ries and Trout offer the following examples of product variations on which to base flanking moves:. Ries trkut Trout tell the story of several famous battles in history that illustrate lessons of warfare.

If you enjoy the topic of History specifically, military and want to know more about Marketing, this is an easy enough of a read and a great way to get your feet wet. The strength of the leader’s position is of primary hack because the leader has the top position in the mind of the consumer, and it is this position that must be attacked.


Just a moment while we sign you in to your Goodreads account. Jan 13, Ambar Parashar rated it really liked it Shelves: Flanking is not a low-risk strategy. A flanking move is best made in an uncontested area.

A guerrilla should resist the temptation to give up its lean and nimble organization. Ries and Trout present the following three flanking principles: Feb 02, Dzijana Liashkevich rated it really liked it Shelves: Principles of Flanking Warfare A flanking attack is not a direct attack on the leader, but rather, an attack in an area where the leader has not established a strong position.

The smallest firm would do best to pursue a guerrilla strategy, identifying a segment that is large enough to be interesting to the small firm but not large enough to attract competition from any marketinh the larger firms.

It beautifully lays down how one can find weakness in other’s strength classic example being Coca Cola with caffeine vs 7UP, broiled vs fried. There often is a significant market share gap between two competitors such that each has approximately a factor of two more market share compared to the next weaker competitor. To warafre what your friends thought of this book, please sign up.

Mar 19, Karen rated it it was amazing. Jun 09, Abdul Wahid Khan added it. The idea of guerrilla marketing is to direct resources into a limited area, using the principle of force to win that area. Large size – for example, the Prince oversized tennis racquet. Then Heineken entered the market as an import with a successful flanking attack, maintaining its import lead by following through with strong troout budgets.

Firms also should avoid the trap of thinking that if they work hard enough, they will succeed in their jjack.

Marketing Warfare by Al Ries

Marketing is a war. Distribution – the product itself may not be substantially different but new distribution channels may be used. Le marketing est un combat. For example, the scope can be limited geographically, demographically, by industry, or by price.


Summary : Marketing Warfare – Al Ries & Jack Trout

I would recommend this to anyone interested in marketing or strategy. Sep 10, Cris B rated it really liked it. Product guerrillas offer a unique product for which there is a small market. A study was made of 25 brands that held the number one position.

He died from intestinal cancer on June 4, at the age of Strategy is the organized deployment of resources to achieve specific objectives, something that business and warfare have in common. There are no discussion topics on this book yet. You get to understand it very well, is super interesting and even people who are not familiar with marketing terminology can get the ideas. Finally, White Castle was the low-end guerrilla who limited their geographic scope, did not add a confusing array of other products, and maintained a high level of sales in each establishment.

Al Ries is a marketing professional and author.

Views Read Edit View history. Mediocre tactics usually are sufficient for a good strategy. Now, two decades later, this Annotated Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout. Pepsi cola wars can be explained by principles of marketing warfare, including the success and failures of smaller challengers such as 7-Up the Uncola and Royal Crown Cola. The strategic square beautifully describes marketing – Defensive,Offensive,Flanking,Guerilla.

Put a higher percentage of force into the battle warfarw. I read to learn from the past, to learn from the old history so that I learn the principles, the mistakes, what worked what didn’t, knowledge cannot be satisfied by reading we must apply.

This article’s tone or style may not reflect the encyclopedic tone used on Wikipedia.