Book Description
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.
Customer Reviews:
Marketing 101.......2007-07-20
Regardless of whether you like the "warfare" analogies or not, the concepts discussed in this book is Marketing 101 for marketers.
First Ries/Trout explain which method of attack your company should use depending on its position in the marketplace. Then they describe what each position should do. Then they use some great classic case studies like the beer wars, cola wars, and computer wars.
Usually I hate these "outdated" books but the content in here is classic. They've updated the book and critiqued their own predictions made 20 years ago. For example, with over 50% of the PC marketshare, they were certain that IBM would remain the leader. Ooops.
Highly recommended for marketers.
Of all the books, this one is the weakest.......2007-03-30
I found this one to be the weakest of all the books by Ries and Trout. As Creative Director of AUDIN Web Design, it just didn't capture my interest like their other books. Don't get me wrong, I think these authors are geniuses and I love their books. This one just didn't do it for me; I think it was the warfare motif. I'm not a pacifist, but it just didn't work for me: Warfare as Marketing. The funny thing is that I actually bought this book twice: once ten years ago in paper back and then again in hardback more recently. That goes to show you how forgettable I thought this book was. If you are on a real tight budget, buy a different book by these authors.
missing book.......2007-03-24
today i have not received this book yet.could you inform me when this book would be delivered, please?
I AM A FAN OF JACK TROUT.......2007-02-02
This is the other must-read book from Jack Trout for Businessmen, marketers and I think every one, This book teaches you that WORLD is Competition, and It is WAR !
You must compete to survive, You must be intelligence to survive, and You must be different to survive.
Jack Trout explains the battle of MARKET forces and how to survive in it,
Still thinking about buying the book, You may feel the need to read this book after a hard competition!
Marketing Warfare.......2007-01-13
Excellent book! it explains marketing to non-marketing people. It is very useful to those with limited marketing knowledge.
Book Description
Praise for Heavy Hitter Sales Wisdom
"Steve Martin takes a much-needed look at how successful executives read verbal and nonverbal messages, which allows them to quickly understand the subtext of their customers' minds. The best part is that the author shares effective strategies that put more fun into selling and more money into salespeople's pockets."
—Gerhard Gschwandtner Founder and Publisher, Selling Power magazine
"Steve Martin's interesting examination of great leaders in history and the parallels he draws between waging a war and waging a sales campaign should be required reading for enterprise salespeople."
—Jay Fulcher, Chief Executive Officer, Agile Software
"This powerful book provides real-world strategies you can use to increase sales immediately!"
—Brian Tracy, President, Brian Tracy International, author, Getting Rich Your Own Way
"Heavy Hitter Sales Wisdom goes beyond the traditional description of sales cycles to the heart of selling. It's about the emotional connection with the customer, but also the attack and destruction of the competition."
—Olivier Helleboid, Vice President, Software Operations, Hewlett-Packard
"Heavy Hitter Sales Wisdom provides field sales generals and sales soldiers with tons of strategy, persuasion techniques, and common-sense approaches to winning the hearts and minds of prospects. This book will add new weapons to your arsenal."
—Tim Kelliher, Senior Vice President, Sales, DHL Global Mail
Customer Reviews:
I begger to diff from other reviewers........2007-09-02
I do not see this book as useful for sales professionals who are trying to find a practical way to improve their performance. Maybe this book, and the author's other book, are not for prctical sales person like me. I found a whole lot more other books worth my time. I would not recommand my sales staff to read this book at all.
A Review Worth Reading.......2007-01-04
Excellent sales book. Certainly a more useful read than most of the other material out there and more fun too.
A must for anyone in sales. 20 year veterans and folks just entering the field will benefit. No quantum physics references in this one though...
The Advanced Version of Heavy Hitter Selling.......2006-11-26
If you liked Heavy Hitter Selling, you'll love Heavy Hitter Sales Wisdom. The ideal reader is someone who has five to ten years of experience in selling enterprise-wide software or other cross-department products and services to large organizations. In this new book, Steve Martin (not the comedian) connects sales professionals to military strategy and tactics as expounded by Sun Tzu, Napoleon and George Patton; the persuasion methods used by Jesus, the Buddha and Ronald Reagan; and hard-won lessons from his own career displayed as brief stories with suggested actions.
What the book doesn't handle nearly as well is a situation where you are developing a new market and your customers need to be educated about the potential of any offering in this area. Perhaps Mr. Martin will handle that circumstance in a future book.
The best part of this book came in the author's compelling use of military analogies to closely fought competitive selling situations where lots of people are involved from both the potential customer and the vendors. He made lots of connections that I had never thought of before and deepened my understanding of gaining an advantage in the competitive selling process.
As with Heavy Hitter Selling, I found his description and application of neuro-linguistic programming to be somewhat over simplified and at variance in places with the training I received in this subject from Dr. Richard Bandler and Anthony Robbins. But his work in this area will undoubtedly stimulate you to want to learn more . . . which is good.
The persuasion examples were well chosen and analyzed. I particularly liked his analysis of the meeting of Jesus with the Samaritan woman (John 4:4-30) as an example of effective communications.
I was skeptical, however, of his conclusions about how George W. Bush defeated John Kerry in the 2004 presidential election. I think the issue was more complex than the way the two communicated to voters, but I agree that communications style was part of the difference between the two candidates.
I found myself taking lots of notes and rereading several sections. I don't do either one very often with selling books. Mr. Martin once again demonstrates that he is in the first rank of business authors on the subject of selling.
Wisdom of Great Leaders apply to Sales Field. Great work........2006-11-15
Steve Martin makes a excellent work in this book using war and great leaders how example tha can be transpolated to sales field.
I agree completely with Steve about you must analyze and understand sales like a no bloody battle where you can use some tools of war in order to get better positioned to defeat your competitor.
The message here is use the power of communication, better you communicate, better results you get. I can see this in my daily work where when you better communicate your message, better chances has to advance and win the sale. Steve has emphasized in great form about improving communication and aligning " word catalog" ( more references in his preview book " Heavy Hitter Selling" ) with your customer and now with Heavy Hitter Wisdom, Steve deliver another excellent book where he explains in a very clear way how to apply war strategies and tactics to win the sales.
Great work Steve!!
Proven Sales Wisdom.......2006-10-19
This book uses very easy to understand concepts to help experienced sales representatives evaluate what they can do to further improve their sales wisdom. Selling is a skill and in dynamic markets, top performers will always be looking for that edge as things change, this book helps to clearly explain what should be done and how to do it. This book challenges us to reach greater levels of sales success. A must have for any sales professional that is determined to stay at the top of their field!
Book Description
NOW IN PAPERBACK!
The BusinessWeek, Wall Street Journal, and New York Times business bestseller
"With its engaging voice and pullno-punches tone, this book stands out from the marketing crowd."Harvard Business Review
"D'Alessandro's book is witty, irreverent, and intensely practical. It is more than a book about brands, and contains many sound lessons for strategy and the role of leaders."Michael E. Porter, Harvard Business School
"Practical, psychologically astute, and clearly written, this book has much to offer business folk of all stripes."Publishers Weekly
Customer Reviews:
Solid brand basics engagingly written.......2006-05-10
There's not a lot that's new here. This is good brand basics for beginners or for those who need a brush up. It is very accessibly written. The examples are clear, concrete and valuable. It's free of the irritating `brand' jargon that is so pervasive in many other books on the subject.
Captivating Read.......2006-04-07
As creative director of KREMEDIA: Experts in marketing, branding & design, it is imperative for myself to ensure that my business obtains higher knowledge from more experienced people in my field. D'Allessandro's book was highly inspirational and motivating, focussing upon information about the brand as a whole and drilling into elements that in many cases, one would not take into consideration. Highly recommended.
A clever and humorous read for the average econ student........2005-01-02
I was pleasantly surprised by this book. I'm an economics student Santa Monica High School and when assigned a book report on the subject, I found most of the other books I was considering full of jargon and code words that made them confusing and somewhat daunting for me to pick up. Such is not the case with Brand Warfare. It's is extremely engagingly written, very lucid, and full of funny stories. The book also works because Mr. D'Allesandro is a major-league character and has a remarkably dynamic outlook on the world for a guy who runs a life insurance company. I'm probably not the target audience for this book, but I found it to fun and insightful and well worth the time.
excellent!.......2004-12-12
This book is excellent! I can't ever think of any other way to explain how to build the killer brand.
Every Business Person Should Read This Book. Powerful........2004-02-17
While this is a short book and easy to read, it does not lack substance. Being in advertising and marketing, I know the value of a brand. But as D'Alessandro points out in his book, branding is the business of everyone in an organization.
This book would be of value to a CEO of a large organization and all of its employees or the owner of a one-person shop and all advertising people. Branding, after all, is something everyone is responsible for. It is not the exclusive domain of the ad agency.
The book shows how a large, well-known brand can lose market share overnight to an Internet start up. There is much in this book that will be of great value to you if you want to be a well-respected brand --- whether you are a big business or a one-person brand.
Susanna K. Hutcheson
Owner & Executive Copy Director
Powerwriting.com LLC
Book Description
A ListenUSA Business Classic: Spend 50 minutes with the Authors of "Positioning: the Battle for Your Mind," as they share with you the keys for using military principles to develop your own Marketing Warfare Strategies.
Customer Reviews:
BBA & MBA in marketing .......2007-07-04
I read this when it first was published. Still very relavant. A must read for anyone in marketing
Do not buy this.......2007-03-07
This Audio CD is garbage. It contains just nine random 5 minute segments of the book recorded in audio. It does not contain the entire book in audio. To make it worse, it was delivered with no packaging or supporting materials, it simply came inside a blank CD case, and the image on the CD itself was obviously printed using a home printer.
very useful.......2000-05-22
the marketing as a one big war. al ries did it again with a brilliant book that take you to the most important and interesting fights and wars. cola, hamburger, cars rental... its looks so simple after you read it, and it really make you hungry to go out there and fight. read it!
Average customer rating:
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Brand Warfare: 10 Rules for Building the Killer Brand
David F. D'Alessandro
Manufacturer: American Media International
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Good to Great: Why Some Companies Make the Leap... and Others Don't
ASIN: 1932378057 |
Book Description
A marketing best seller!
Average customer rating:
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Corporate Combat--The Art of Market Warfare on the Business Battlefield
Nick Skellon
Manufacturer: Natl Book Network
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Binding: Hardcover
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ASIN: 1857882512 |
Book Description
Corporate Combat goes beyond the conventional 'business is war' metaphor to interweave actual business case studies and real military campaigns.
Customer Reviews:
Martial art for the workplace!.......2006-06-25
War is capitalism with the gloves off -- Tom Stoppard says...Learn the three lessons of war but first you must know1) Wars can occasionally be won because one side runs out o either financial resources or simply the will to carry on 2) there is always the simple matter of incompetence (that famous Peter Principle is REAL). The three main reasons some armies (and companies) are more successful are 1) Superior weapons and tactics 2) A high force: space ratio -- focus on one segment and then dominate it -- thus the high force: space ratio....3) Strong defensive position -- think ToysRUs or Walmart versus etoys (reviewer's example -- not in book). The book includes lots of great examples...because it is published in Europe lots are European but many are not ie Sega versus Nintendo etc -- good for the American business guy or gal to see what's happening in the rest of the world. Nicely done. Take a gander at the MS Dos and IBM increasing returns section if nothing else. Men and women will love this -- men because they usually love war stories and women because they are often the victim of them in the corporate world and with this they can see the competing armies coming over the hill in advance!
Insightful!.......2001-02-24
If The Art of War graces your shelf, this book is for you. Author Nick Skellon argues that you can apply military lessons to corporate strategy. His theories make for fascinating reading. For instance, he draws parallels between the pitched head-to-head combat of the American Civil War and Burger King's battles with McDonald's. Like the Persians harassing the larger Roman forces with raids in 359, Honda attacked Harley-Davidson in the United States in the 1960s by grabbing the clean-cut college kids that Harley avoided. Sure, Skellon stretches the analogy too far, and by the time he gets to case studies such as Wal-Mart, there's barely a hint of military jargon. Still, we at getAbstract.com recommend this intriguing look at corporate successes and failures to readers who realize that brilliant strategy is brilliant strategy, whether on the battlefield or in business.
Foundation - Background Readings.......2000-09-13
You can learn more on Lanchester Strategy and in particular the mathematical basis of the warfare strategy in businessn based on Lanchesters equations of combat in books by Shinichi Yano, Dr Taoka, Dr Onoda and F. W. Lanchester by searching these names on the Amazon book site...regards
Helping to see the wood from the trees!.......2000-02-20
What an excellent read...Skellon applies the amalgamation of centuries of hard won experience in the battle fields of the nations of the world to the board rooms and market places of some of the world's best known brands and businesses. It's excellence as a read is in the skilful way that Skellon reduces the hype surrounding the art of business warfare and demonstrates how it can distilled into simple but powerful winning formulas that can be applied to businesses of any size. Do not be mistaken..the simplicity of the logic is disarming but it is equally potent. If I had one gripe with this book it would be the lack of case studies regarding the successes and failures of medium sized enterprises and also the lack of comment from the people behind all the "corporate combat"
Original, innovative, challenging, profitable reading........2000-02-04
To win on the battlefield of business, Nick Skellon argues in Corporate Combat that organizations can do no better than to look to military history and the way that wars have been fought and won over the past 2500 years. Skellon interweaves actual business case studies and real military campaigns to demonstrate how centuries of military strategy can be used to build a modern-day competitive business strategy for the new millennium. Skellon draws on examples from companies as diverse as Wall-Mart, Nike, Nestle Buitoni, and Honda to illustrate how any business can compete with the giants, turn its competitors into followers, and thrive in any competitive market -- local, regional, national, or global. Corporate Combat is highly recommended reading for all corporate executives seeking to prosper their company in today's highly competitive, constantly changing business climate.
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Manufacturer: RAND Corporation
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Book Description
When is it more cost efficient to replace an aircraft rather than continue to maintain it?
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The Basic Principles of Marketing Warfare
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Manufacturer: John Wiley & Sons
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