Marketing Warfare by Al Ries
By Al Ries
"A enterprise ebook with a distinction: straight forward recommendation, sharp writing and not less than jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of winning and failed advertising and marketing campaigns, makes for a really attention-grabbing and appropriate read."USA at the present time
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Additional resources for Marketing Warfare
The Strategic Square There is no one way to fight a marketing war. Rather there are four. And knowing which type of warfare to fight is the first and most important decision you can make. The type of warfare to fight depends on your position in a strategic square which can be constructed for any product category or industry. 49 Chapter 7. Principles of Defensive Warfare Defensive warfare is a game for a marketing leader only. There are three key principles to follow, the most surprising of which is the strategy of attacking yourself and not the enemy.
The tank, the airplane, the machine gun, and a host of new weapons have been introduced. Yet the ideas of Clausewitz are still as relevant today as they were in the nineteenth century. Weapons may change, but warfare itself, as Clausewitz was first to recognize, is based on two immutable charac- Page 2 teristics: strategy and tactics. His clear exposition of the strategic principles of war are likely to guide military commanders well into the twenty-first century. Marketing Needs a New Philosophy The classic definition of marketing leads one to believe that marketing has to do with satisfying consumer needs and wants.
Sixty years later, 20 of those brands were still in first place. Four were in second place and one was in fifth place. In six decades, only 5 out of 25 brands lost their leadership position. It's difficult to dethrone a king. Ivory in soap, Campbell in soup, Coca-Cola in soft drinks. These represent strong marketing positions which can be taken only at great expense and with great skill and energy. Don't be a Hero The biggest mistake marketing people make is failing to appreciate the strength of a defensive position.