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Welcome to the Concluding Part of review on the New World War. In this review I have discussed another bestseller book on Marketing War. The book is Marketing Warfare by Al Ries & Jack Trout.
They are the authors of another marketing classic Positioning.
Marketing Warfare was first published in the dark ages of competetion when there was no such thing as Globalization & Global Economy. Global commerce was pretty much limited to the multi-national companies. All that has changed today. Today marketing wars are escalating and breaking out in every part of the globe. Everyone is after everyones business everywhere.
Marketing as I mentioned earlier is a War. To triumph over the competetion, its not just enough to target customers. Marketers must take aim at their competitors- and be prepared to defend their own turf from would-be attackers at all times. According to the authors the marketing conceptss customer-oriented philosophy is inadequate. If the key to success were to introduce products closest to those wanted by customers than the firm that performed best market research simply would be the market leader. But this isnt so. The authors have given the example of Cola Wars to illustrate this.
All this goes on to show that the principles of Marketing Warfare are more important than ever. Companies must learn how to deal with their competitors. How to avoid strengths. How to exploit weakness. Organizations must learn that it is not do or die for your company. Its about making the other guy die for his company. That is what the book teaches us. The book says that marketing is a strategy. That is why the military strategy books like The Art of War are used by big corporations for implementing their strategies. Some of the marketing warfare strategies that this book discusses are defensive warfare, offensive warfare, flanking warfare and guerilla warfare. The companies may use different strategies depending on their market position.
The book also examines leadership and motivation, intelligence gathering, types of marketing weapons, logistics and communications. To illustrate their point the authors compare marketing to a football game. If a team simply identifies the goal line and moves the ball towards it without regard to competing team, they most likely will be blocked in their effort. To win the game, the team must focus its efforts on outwitting, outflanking, or overpowering the opponent. This is the case in football, war and marketing.
The book is also illustrated on various pages with quotes from Karl von Clausewitz one of the greatest marketing strategist the world has ever known. The authors have also given the case studies of All time big wars like The Cola War - Pepsi vs. CocaCola The Beer War - The case study of Schlitz beer The Burger War - McDonalds vs Burger King The Computer Wars - Apple vs IBM and various other case studies.
Finally in the end the book provides you with some strategies & tactics which will be helpful to you the day you decide to go on War. I am already into it. Waiting for more people to join. Last but least, the strategies mentioned are not taught by any B-School. So even if you are doing MBA just read this one. It will really boost your performance.
Other new business books that would be helpful: 22 Immutable Laws of Marketing - AlRies, Jack Trout The McKinsey Way - Ethan M Rashiel The Mind Of the Strategist- Kenichi Ohmae These are latest books that will provide you insights into latest trends of marketing & business development.
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Pros: |
Great Advice No business jargon
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Cons: |
None
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