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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Al Ries and Jack Trout’s book: “Marketing Warfare: How Corporations Are Applying Military Strategies to Business”.
This complete summary of the ideas from Al Ries and Jack Trout’s book “Marketing Warfare” shows how important it is for companies to stay ahead of their competitors in today’s overcrowded market. The authors explain how leaders can adopt military strategies to use in their operations in order to gain a considerable competitive advantage. By following their advice, you can use this approach to defend your business territory and conquer any competitors that threaten your position.
Added-value of this summary:
• Save time
• Understand the key concepts
• Expand your business knowledge
To learn more, read “Marketing Warfare” and start making use of military strategies to get ahead of the competition and gain loyal customers.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 30
Veröffentlichungsjahr: 2014
Ähnliche
Book PresentationMarketing Warfare by Al Ries & Jack Trout
Book Abstract
Important Note About This Ebook
Summary of Marketing Warfare (Al Ries & Jack Trout)
Marketing is war
Fundamental principles of warfare
Four types of warfare
Examples
Strategy & Tactics
Book PresentationMarketing Warfare by Al Ries & Jack Trout
Book Abstract
MAIN IDEA
Marketing warfare is an attempt to apply successful military strategy to marketing situations.
Marketing, as an academic discipline, is less than 100 years old. Military strategy has been developed in life and death struggles which have been ongoing throughout the whole of recorded history - more than 3,000 years.
Successful companies today are competitor oriented - meeting the customers’ demands better than any other company in their field. By adapting military strategies to their operations, companies can gain and press home strong competitive advantages over all other companies in their industry.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Marketing Warfare (Al Ries & Jack Trout)
Marketing is war
Main Idea
The principles that are successful in warfare between armies are a very effective analogy for the marketing battles between competing companies, products and services.
The same principles that are successful in war can be equally applicable to marketing.
Supporting Ideas
The strategic principles of warfare have been developed over the more than 3,000 years of recorded history. While weapons may have changed dramatically, the strategy and tactics of successful warfare never vary.
Like warfare, marketing has also evolved over time. In the early days, most marketing was production oriented - selling what was produced. (For example, Henry Ford’s famous “You Can Have Any Color You Want As Long As It’s Black” approach.) However, since World War II, marketing has become consumer-oriented. (That is, producing what the customer demands regardless of any other business factor).
But if every company is now consumer-oriented, how does a company become successful today? The answer lies in being competitor-oriented - to meet the customer’s needs better than any of your competitors do. In this situation, the principles of warfare are directly applicable - not in the physical sense that marketing losers are shot, but in the figurative sense that successful companies will prosper at the expense of the weaker companies.
In other words: marketing is warfare, the competition are the enemy and the prize is the money consumers are willing to pay for your products or services. Marketing is a conflict between corporations to satisfy human needs and wants.
Key Thoughts
“War belongs to the province of business competition, which is also a conflict of human interest and activities.”
— Karl von Clausewitz
Karl von Clausewitz was a Prussian General. He wrote a book in 1832 called On War. In this book, he identified the strategic principles behind all successful wars.
Clausewitz studied all the military battles of recorded history while writing his book. He joined the Prussian army when he was 12-years old, and was captured by the French at Jena. He was also at Borodino when Napoleon fought the Czar. He fought in the Battle of the Berezina River, and was at Waterloo.
Clausewitz knew the importance of victory mainly because he had tasted the bitterness of defeat so many times in his military career. He developed his strategy for winning wars by first learning the battlefield tactics.
