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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.

Introduction:Marketing is war

Chapter1.2005years of war

Chapter2.The principle of force

Chapter3.The superiority of the defense

Chapter4.The new era of competition

Chapter5.The nature of the battlegeround

Chapter6.The strategic square

Chapter7.Principles of defensive warfare

Chapter8.Principles of offensive warfare

Chapter9.Principles of flanking warfare

Chapter10.Principles of guerrilla warfare

Chapter11.The cola war

Chapter12.The beer war

Chapter13.The burger war

Chapter14.The computer war

Chapter15.Strategy and tactics

Chapter16.The marketing general

Index

AL RIES is Chsairman of Ries & Ries an Atlanta-based marketing strategy firmthat he runs with his daughter and partner Laura He is a legendary marketing strategist and the best-selling author/coaurthor of eleven books on marketing Ries writes a monthly ma

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要找到一块细分市场，这块细分市场应该大得足以赢利，而小得不足以引起其他市场领先者的兴趣

1。防御战适用于市场领导者

2。进攻战适用于处于第二位的企业。3。侧翼战适用于再小一些的企业。

4。游击战适用于本地或区域企业。

产品线延伸陷阱

一个名称无法支持两个不同的策略

在Lite进入市场前一天，我们与美国米勒公司执行官坐同一辆车。“一定要看明天的报纸。”他说道，“我们在尝试你们定位文章中所有建议。”所以，我们第二天看报纸，上面有一整版广告宣传第一款淡啤的问世，这也许是有史以来最有效的商品发布了。

这是领导者艺术，而不是战略。领导对员工说：“没有你，我们一事无成。”而战略家心里要明白：“没有你，我们照样也行。”

我们从学习战争中得出的重要观点之一就是战术应当驱动战略。首先找到一个可行的战术，之后把它发展成战略。大部分公司的做法恰恰相反，他们先定下他们想遵从的战略，之后再去寻找能使战略奏效的战术。

书籍介绍

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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.