These are
books and audio recordings I have found inspirational and helpful in the past
several years. There are Amazon.com links for
those items available through Amazon.com. Please let me know of your
favorites and new discoveries that are not listed.
Marketing Warfare
by
Jack Trout and Al Ries
Editorial Reviews
You've got your hands on one of the greatest marketing manuals ever
writtenthe classic that defines the strategies, plans, and campaigns of
today's marketing battlefield. Marketing is war. To triumph over the
competition, it's not enough to target customers. Marketers must take aim at
their competitorsand be prepared to defend their own turf from would-be
attackers at all times. This indispensable guide gives smart fighters the best
tacticsdefensive, offensive, flanking, and guerrilla. It's the book that wrote
the new rules!
Janet McCallen
Preparing for some work with a client, I was motivated to dig out some of Jack
Trout and Al Ries’s books – especially Marketing Warfare. Now I’m sure
some of you will wrinkle your nose at the “war” analogy that Trout and Ries use.
It’s not my favorite analogy, but the wisdom they pack in this small, easy to
read book is too critical to let political correctness keep you from it. I was
curious, when I dug the book out, if I would find it as helpful as I remembered
it. Darn right, I did! If your organization has one or more significant
competitors, and you need to determine how to compete with them in your
marketplace… I can’t think of anything that would be more helpful than this
book. For one thing, it will help you assess your current reality – face “the
brutal facts” as Jim Collins said – vis a vis your competition without the
rose-colored glasses that many of us tend to wear. Better yet, they offer
great advice about what to do about it.
