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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

作者： Al Ries, Jack Trout 著

出 版 社： McGraw-Hill

出版时间： 2005-11-1字数：版次： 1页数： 216印刷时间： 2005/11/01开本：印次： 1纸张： 胶版纸I S B N ： 9780071460828包装： 精装内容简介

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.

作者简介

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.

目录

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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