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 . “A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon.”Newsweek “Revolutionary! Surprising!”Business Week. Now, world-renowned marketing strategists Al Ries and Jack Trout present this special Marketing Warfare is the indispensable book that wrote the rules-and.

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The item may be a factory second or a new, unused item with defects or irregularities. Ries and Trout use examples of successes and failures of everyday products to help the reader internalize the principles and develop an intuitive feel for them. Some of my favorite quotes were from memory not word for word 1 Winners tell jokes, loosers hold press conferences. For some products such as automobiles, the development time is several years and thus the flanking product has the potential to establish its position before incumbants can respond.

This book is not yet featured on Listopia. Once consumers already have in their minds that a product is number one, it is extremely difficult for another product, even if superior, to take over that number one place in the consumer’s mind. Overall it’s a good book! Be the first to write a review.

Its best strategy often is to launch a flanking attack, avoiding direct competition, for example, by launching a product that is positioned differently from those of the larger firms. Text will jacj unmarked and pages crisp. Trojt move was intended to prevent Bristol-Meyers from advertising Datril as a lower-priced alternative to Tylenol.

Marketing Warfare by Al Ries and Jack Trout (1986, Paperback)

Mountains often are segmented and competitors may launch makreting brands each targeting a specific segment.

Again, Ries and Trout disagree. In the ‘s many brewers introduced light beers as line extensions. He graduated from Iona College and then served as a flight navigator in the Navy. Open Preview See a Problem? 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. This is not to say that smaller companies do not stand a chance.


The organization needs a strong marketing “general” to formulate the strategy from the tactical realities. There are no discussion topics on this book yet.

Marketing Warfare by Al Ries

In such an environment, each of the four firms has different objectives: This is the 4th book in the ries an trout series that i have been reading, and to be honest, it is not very different than the others.

Lists with This Book.

I gave away copies of the version, alongside Positioning: Increasingly, one hears marketing terms riex are borrowed from the vocabulary of military strategy. Marketing warfare strategies represent a type of strategyused in commerce and marketingthat tries to draw parallels between business and warfareand then applies the principles of military strategy to business ajck, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute.

Distribution – the product itself may not be substantially different but new distribution channels may be used. Dec 12, Arush rated it it was amazing.

The size and shape was just right to fit the hand, and this bottle and its association with Coca-Cola was a major strength. This is one of the most famous books in Marketing readings and after reading it, I felt it is a must read. A flanking attack is always a speculative venture. You get to understand it very well, is warfarf interesting and even people who are not familiar with marketing terminology can get the ideas. Retrieved from ” https: Oct 09, Yangfan Wu rated it really liked it.


The focus is narrow and deep rather than broad and shallow. Show More Show Less.

Marketing Warfare is the indispensable book that wrote the rules-and continues to rewrite them for the next marketing generation! They stress not how to divide up the market, but how to grow the market. Together, they were my introduction to the concepts of Guerilla Marketing.

From Sun Tzu they learned the tactical side of military strategy and specific tactical proscriptions. Ries and Trout use the example of two motels across the street from one another on a resort island.

Marketing warfare strategies – Wikipedia

Ries and Trout also use the “beer war” to illustrate marketing warfare principles. To win the game, the team must focus its efforts on outwitting, outflanking, or over-powering the other side. True that marketing tactics of previous centuries may not have survived today, but the argument the authors make is that military tactics are a fair comparison marketng spoilers, but the reason they give sounds perfectly logical. Jun 09, Abdul Wahid Khan added it.

Only by offensive strategies, were market gains made. The Jeep is an example of such a product.

The challenger should seek a weakness in the leader’s strength – not simply a weakness in the leader’s position. Want to Read Currently Reading Read. FedEx became successful only when it began to focus on the next-day hack market and won that position in the mind of the consumer using the slogan, when it absolutely, positively has to be there overnight.