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

The book that changed marketing forever is now updated for the new millennium


In 1986, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, two decades later, this Annotated Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout. New content includes in-depth analyses of some of the biggest marketing successes and blunders of the past two decades?including Volkswagen, Sony, Coca Cola, Budweiser, IBM, and McDonalds?along with annotated reproductions of winning and losing ads.