MARKETING WARFARE 20TH ANN EDN(行销战争(20周年纪念增订版))
作者： Al Ries, Jack Trout 著 编辑推荐： 内容介绍： 作者简介： 目录：
MARKETING WARFARE 20TH ANN EDN(行销战争(20周年纪念增订版))
出版社： McGraw-Hill
出版时间： 2005-11-1
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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.
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 marketing column for AdAge com and he is frequently quoted in major publications.
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
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