Overview
Main description
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.
Author comments
Al Ries is Chairman of Ries & Ries, an Atlanta-based marketing strategy firm. He is a legendary marketing strategist and the bestselling author/coauthor of eleven books on marketing. Ries writes a monthly marketing column for AdAge.com, and he is frequently quoted in major publications.
Jack Trout is President of Trout & Partners Ltd., where he supervises a global network of experts that apply his concepts and develop his methodology around the world. Trout is recognized as the world's foremost marketing strategist; his concept of "positioning" has become the world's #1 business strategy. Trout writes a bimonthly column for Forbes.com.
Ries and Trout are also the authors of the marketing classic Positioning.
