by Al Ries, Jack Trout · MCGRAW HILL (FONDO) · tapa blanda · ISBN 9788476155691
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«Marketing de guerra» is the marketing strategy essay by Al Ries and Jack Trout, published by McGraw Hill in paperback (160 pages, in Spanish).
The book starts from the idea that competing in the market is a war: the competition is the enemy and the customer, the terrain to be won. Based on Carl von Clausewitz's military manual, Ries and Trout explain the strategic principles that lead to leadership or failure, with real cases from Coca-Cola, IBM and McDonald's, and describe defensive, offensive, flanking and guerrilla wars.
Revised edition with a foreword by Raúl Peralba. The original work was published in 1986; this Spanish edition is from 1991, within the McGraw-Hill Management Series.
Aimed at marketing professionals, managers and business management students interested in competitive strategy.
Alfred Paul Ries was an American marketing professional and author. He was the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.
