Marketing Warfare: 20th Anniversary Edition by Al Ries
* A fresh perspective on why waging marketing warfare is even more important today than 20 years ago
* In-depth analyses of some of the biggest marketing successes and failures of the last two decades
* Reproductions of successful (or not so successful) ads, accompanied by the authors' comments on why they succeeded or failed
* Valuable follow-up to the original edition. Where are these companies now? Who's still a market leader?
Marketing is war. To triumph over the competition, it's not enough to target customers. Marketers must take aim at their competitors-and be prepared to defend their own turf. This indispensable guide gives smart fighters the best tactics-defensive, offensive, flanking, and guerrilla. Marketing Warfare is the book that wrote the new rules.