Introduction: Marketing is war
Chapter 1. 2500 years of war
Chapter 2. The principle of force
Chapter 3. The superiority of the defense
Chapter 4. The new era of competition
Chapter 5. The nature of the battleground
Chapter 6. The strategic square
Chapter 7. Principles of defensive warfare
Chapter 8. Principles of offensive warfare
Chapter 9. Principles of flanking warfare
Chapter 10. Principles of guerrilla warfare
Chapter 11. The cola war
Chapter 12. The beer war
Chapter 13. The burger war
Chapter 14. The computer war
Chapter 15. Strategy and tactics
Chapter 16. The marketing general
Index

It rocked the marketing world in 1986, and now, nearly two decades later, the strategies set down in Marketing Warfare are still just as relevant. To commemorate the 20th anniversary of the classic book that changed an industry, marketing mavens Al Ries and Jack Trout will reunite to annotate their book for another generation of marketers. The Anniversary Edition offers:

• A fresh perspective on why waging marketing warfare is even more important today than 20 years ago
• In-depth analyses of some of the biggest marketing successes and failures of the last two decades
• Reproductions of successful (or not so successful) ads, accompanied by the authors’ comments on why they succeeded or failed
• Valuable follow-up to the original edition. Where are these companies now? Who’s still a market leader?

Marketing is war. To triumph over the competition, it’s not enough to target customers. Marketers must take aim at their competitors—and be prepared to defend their own turf. This indispensable guide gives smart fighters the best tactics—defensive, offensive, flanking, and guerrilla. Marketing Warfare is the book that wrote the new rules.