eBook PDF / e-Pub Marketing Warfare

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Title:Marketing Warfare
Format Type:Ebook
Author:
Publisher:McGraw-Hill Companies
ISBN:0071460829
ISBN 13:
Number of Pages:216
Category:Business, Non fiction, Buisness

Marketing Warfare by Al Ries, Jack Trout

PDF, EPUB, MOBI, TXT, DOC Marketing Warfare The book that changed marketing forever is now updated for the new millennium .

In i Marketing Warfare i 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

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War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don't See Eye-to-Eye--and What to Do About It, The Fall of Advertising and the Rise of PR, Bottom-up Marketing, Marketing Warfare, Focus: The Future of Your Company Depends on It, Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace, The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand, The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk, The 11 Immutable Laws of Internet Branding, The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands
Bestselling authors and world renowned marketing strategists Al and Laura Ries usher in the new era of public relations br br Today s major brands are born with publicity not advertising A closer look at the history of the most successful modern brands shows this to be true In fact an astonishing number of brands including Palm Starbucks the Body Shop Wal Mart Red Bull and Zara have been built with virtually no advertising br br Using in depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns em The Fall of Advertising em provides valuable ideas for marketers all the while demonstrating why br br br advertising lacks credibility the crucial ingredient in brand building and how only PR can supply that credibility br the big bang approach advocated by advertising people should be abandoned in favor of a slow build up by PR br advertising should only be used to maintain brands once they have been established through publicity br Bold and accessible em The Fall of Advertising em is bound to turn the world of marketing upside down, Two marketing experts share their radical strategies for marketing effectively on the Internet urging readers to mix the old with the new when making a marketing plan, The first book to deal with the problems of communicating to a skeptical media blitzed public i Positioning i describes a revolutionary approach to creating a position in a prospective customer s mind one that reflects a company s own strengths and weaknesses as well as those of its competitors Writing in their trademark witty fast paced style advertising gurus Ries and Trout explain how to br br br Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market and stays there br Position a follower so that it can occupy a niche not claimed by the leader br Avoid letting a second product ride on the coattails of an established one br Positioning also shows you how to br br br Use leading ad agency techniques to capture the biggest market share and become a household name br Build your strategy around your competition s weaknesses br Reposition a strong competitor and create a weak spot br Use your present position to its best advantage br Choose the best name for your product br Determine when and why less is more br Analyze recent trends that affect your positioning br Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history Revised to reflect significant developments in the five years since its original publication i Positioning i is required reading for anyone in business today, blockquote There are laws of nature so why shouldn t there be laws of marketing br br blockquote As Al Ries and Jack Trout the world renowned marketing consultants and bestselling authors of em Positioning em note you can build an impressive airplane but it will never leave the ground if you ignore the laws of physics especially gravity Why then they ask shouldn t there also be laws of marketing that must be followed to launch and maintain winning brands In em The Immutable Laws of Marketing em Ries and Trout offer a compendium of twenty two innovative rules for understanding and succeeding in the international marketplace From the Law of Leadership to The Law of the Category to The Law of the Mind these valuable insights stand the test of time and present a clear path to successful products Violate them at your own risk