Marketing Warfare
Introduction
“…Marketing warfare will provide a strategic model for company survival in the 21st century…”
The authors’ main aim in publishing this text was to bring to the forefront the aggressive behaviours displayed in the marketing process of a firm in order to keep their brand and company number one in a competitive industry. In addition, they wanted to show how the principles used in warfare are the same as that used in marketing. As a result, firms could look at different tactics used in war and apply it to their organization.
Book Summary
2500 Years of War
As a prelude to what laid ahead Al Reis and Jack Trout gave a synopsis of the many battles that took place over a 2500 year period. Such an account laid a foundation for the reader to understand the authors’ analogical illustration of strategy in warfare as is in marketing. Some of the great battles mentioned included the Marathon: 490 B.C, where fifteen thousand (15, 000) Persians faced eleven thousand (11, 000) Athenians.
In the battle of Marathon, the Athenians used military tactics of working together and keeping the forces concentrated. In the end they were able to defeat the Persians despite their comprisable small numbers.
Some other important battles fought included Metaurus: 207 B.C, Quebec: 1759, Austerlitz: 1805 and Waterloo: 1815 all of which had important lessons that are relevant to war and marketing. The tactics involved includes outwitting the opponent, quick manoeuvring and planning.
The Principle of Force
“No other principle of warfare is as fundamental as the principle of force”.
In this chapter the lesson intended for tuition is that of the “Principle of Force”. The authors assert that the larger of two opponents is always at an advantage.
Competition amongst companies is normally favourable for the company with the larger sales force. Thus a larger market share, like that of a larger battalion of troops, is more likely to give the holder of such a greater
“…Marketing warfare will provide a strategic model for company survival in the 21st century…”
The authors’ main aim in publishing this text was to bring to the forefront the aggressive behaviours displayed in the marketing process of a firm in order to keep their brand and company number one in a competitive industry. In addition, they wanted to show how the principles used in warfare are the same as that used in marketing. As a result, firms could look at different tactics used in war and apply it to their organization.
Book Summary
2500 Years of War
As a prelude to what laid ahead Al Reis and Jack Trout gave a synopsis of the many battles that took place over a 2500 year period. Such an account laid a foundation for the reader to understand the authors’ analogical illustration of strategy in warfare as is in marketing. Some of the great battles mentioned included the Marathon: 490 B.C, where fifteen thousand (15, 000) Persians faced eleven thousand (11, 000) Athenians.
In the battle of Marathon, the Athenians used military tactics of working together and keeping the forces concentrated. In the end they were able to defeat the Persians despite their comprisable small numbers.
Some other important battles fought included Metaurus: 207 B.C, Quebec: 1759, Austerlitz: 1805 and Waterloo: 1815 all of which had important lessons that are relevant to war and marketing. The tactics involved includes outwitting the opponent, quick manoeuvring and planning.
The Principle of Force
“No other principle of warfare is as fundamental as the principle of force”.
In this chapter the lesson intended for tuition is that of the “Principle of Force”. The authors assert that the larger of two opponents is always at an advantage.
Competition amongst companies is normally favourable for the company with the larger sales force. Thus a larger market share, like that of a larger battalion of troops, is more likely to give the holder of such a greater