Marketing Warefare Book Report

Paper Summary:

This paper first addresses the purpose of Al Ries and Jack Trout's book, "Marketing Warfare" and then examines the marketing strategies discussed in the book. A detailed summary of the book is provided that includes the four marketing fighting techniques described by the authors. The strengths and weaknesses of the book are also critiqued.

From the Paper:

"Ries and Trout view the marketing war as having four fighting techniques. One of these techniques is known as the Defensive Warfare. This strategy is intended to maintain a marketer's market share, profitability, sales revenue and other objectives. The writers saw three basic principles under this warfare strategy. The first of this principle explains that only the market leader should consider playing defense. According to Ries and Trout customer are the ones who create leaders and not the companies, therefore it is not practicable to apply the defense marketing strategy if you are not the leader."

Sample of Sources Used:

• www.wikipedia.com
• www.askjeeves.com
• Business War Games by Barrie James, 1984
• Marketing Warfare by Al Ries & Jack Trout

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