By Al Ries
"A company e-book with a distinction: simple suggestion, sharp writing and at the least jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of profitable and failed advertising campaigns, makes for a really attention-grabbing and appropriate read."USA this day
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Avis conflict. At Marathon, the military tactics of working in unison and keeping the forces concentrated were firmly established. Of course, we remember the event today because of the heroics of Pheidippides, the soldier who ran 22 miles to Athens with the news. "Rejoice! " he blurted on his arrivaland promptly fell dead. Nowadays our marathon runners go 26 miles, 365 yards. But, of course, they don't have to fight the Persians before starting the race. C. One hundred and fifty years later saw the rise of Alexander the Great.
Hastings: 1066 Skipping a thousand or so years, we come to the little English town of Hastings where the Normans under William (shortly to be known as William the Conqueror) were to change the course of history. Arrayed against the Normans were King Harold and his Saxons. Page 13 As in most battles, marketing as well as military, Hastings was a series of small successes and small reverses for both sides. Then William made a critical decision. He decided that Harold himself, a great personal leader, ought to be the key objective of the Norman attack.
Organizations must learn that it's not about do or die for your company. It's about making the other guy die for his company. It's also about pursuing the right strategy. Whether you're a big, medium, or small sized company, Marketing Warfare and the sequel that is being planned provide the strategic model for company survival into the 21st Century. It's the kind of stuff you were never taught in business school. JACK TROUT, 1998 Page vi Contents Introduction: Marketing Is War The true nature of marketing today is not serving the customer; it is outwitting, outflanking, outfighting your competitors.
Marketing Warfare by Al Ries