000			02386 a2200205 4500
008			121030b xxu||||| |||| 00| 0 eng d
020			_a978-1-25-902900-4
082			_a658.8
100			_aRIES, AL _94724
245			_aMARKETING WARFARE _cRIES, AL AND TROUT, JACK
260			_bTATA MCGRAW-HILL EDUCATION PRIVATE LTD. _c2006
300			_aVIII, 215
505			_aIntroduction: 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
520			_aIt 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.
650			_aMARKETING _94725
650			_aCOMPETITION _94726
700			_a TROUT, JACK _94727
942			_2ddc _cBK
999			_c28634 _d28634