by Al Ries, Jack Trout · Penguin · tapa blanda · ISBN 9780452258617
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«Marketing Warfare» is the marketing essay by Al Ries and Jack Trout, published by Penguin in paperback (192 pages, in English).
Al Ries and Jack Trout, authors of «Positioning: The Battle for Your Mind», compare marketing to warfare: the competition is the enemy and the customer, the territory to conquer. Drawing on military strategies, they offer practical frameworks with real campaign cases to apply those tactics to products, companies, and institutions.
The work was originally published in 1986; this reprinted edition falls within business and economics.
For marketing, advertising, and business management professionals.
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.
