About the book
The premise Al Ries and Jack Trout set out is that marketing is war, and that a company has to aim at its competitors and guard its own ground rather than simply target customers. They show how American corporations borrowed military strategy to outmaneuver, outflank and even ambush their rivals, with inside accounts of the cola, computer, burger and beer wars. The authors sort the fight into four kinds of marketing warfare: defensive, offensive, flanking and guerrilla. A later annotated anniversary edition added their comments on two further decades of campaigns, including Volkswagen, Sony, IBM and McDonald's, alongside reproductions of ads that worked and ads that failed.
Kyrylo Taranenko, head of marketing at Y-Productive, said it was the first marketing book he ever read and that he is a big fan of positioning.
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This book has 1 recommendation
Kyrylo Taranenko (Head of Marketing/Y-Productive)
I am a huge fan of positioning in marketing. It was also the first book on marketing I’ve ever read.
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