by Al Ries, Jack Trout · M.Books · tapa blanda · ISBN 9788576800026
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«Marketing de Guerra» is the marketing essay by Al Ries and Jack Trout, published by M.Books in paperback (201 pages, in Brazilian Portuguese).
The book presents marketing as a war: the competitor is the enemy and the customer, the territory to conquer. Ries and Trout review twenty years of campaigns, analyze successes and failures, and set out the principles of offensive, defensive, flanking and guerrilla warfare to gain advantages over competitors.
Original title: 'Marketing Warfare'; original publication in 1986. This historical edition commemorates the 20th anniversary with annotations by the authors.
Aimed at marketing professionals and executives seeking to understand competition as a strategic battle.
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.
