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Marketing Wars

«Marketing Wars» highlights the basic principles of successful marketing from the perspective of military affairs. Authors Al Rice and Jack Trout take Carl von Clausewitz's On War as a basis and adapt it for a completely different, seemingly different field. This is not just their invention or a successful metaphor - it is a subtle feature of the functioning of marketing. Depending on the size and status of the company, the authors suggest several marketing strategies, including flanking and guerrilla warfare. The authors back up their own beliefs with examples of famous marketing confrontations: the beer war, the war over Coke, the burger war, and the computer war.

Differentiate or Die

The problem of too much choice affects not only the consumer but also the manufacturer or seller. Nowadays, it is not enough to produce high-quality goods and fulfil customer's whims - everyone does it. So how do you stand out among dozens, hundreds, thousands of identical products? Jack Trout and Steve Rivkin will teach you how to attract customer attention and stand out among products in the same category. The authors offer several universal, non-product-specific ways to differentiate yourself and provide examples of successful companies that have succeeded in doing so.