This work offers a summary of the book qMarketing Warfareq. Companies today must be better than competitors; often, only 2 or 3 businesses in each market can dominate and have alocked-ina consumer loyalty. Al Ries and Jack Trout explore a controversial theory: that by adapting military strategies to their operations, companies can gain and press home strong competitive advantages over all other companies in their industry. At first glance, this sounds an unlikely proposition, but the authors make an extremely convincing case. For example, every company should decide what kind of battle they fighting: only a market leading should be fighting defensively, everyone else should be attacking competitorsa faults. As in guerilla warfare, find a segment or niche and dominate absolutely. Companies, like armies, are only as strong as their resources, therefore if you reduce your competitorsa field of battle, you will prevail. However, aggressiveness should never be your only weapon: wars are usually won in the hearts and minds, not directly in battle; likewise, your main fight will be in the customeras mind. Marketing Warfare is a very compelling book: warfare theory is thousands of years old; thereas a very good case for applying it to business.Karl von Clausewitz aEven though Ford was superior to General Motors in product innovation during the time I was with GM and Chrysler surpassed it in ... produced the significant technical innovations, such as power steering, power brakes, electric windows and the alternator. ... 2 saying they want to aincrease their market sharea, they should focus on one specific way, or one specific product, to decrease no. ... Bad example: Attacking IBM on price is dangerous because they sell so.
|Title||:||Summary : Marketing Warfare - Al Ries & Jack Trout|
|Publisher||:||Primento - 2014-10-14|