I should give 3,5. Part of that book is great, brilliant even. But part - just boring...

This is classic book and easy to read:
Some ideas in this book still relevant today.

Great book!!.

One of the best books I've read on marketing wars. Though the book is the depiction of historical scenarios, The cola war, the beer war and the burger wars have been very insightful. The connection of marketing concepts with war strategies is an amazing step to making marketers understand the importance of marketing values and methods.
The beer war clearly defines the strategies adopted by brands like Hieneken, Budweiser and Miller.
The book also puts forth the concepts of frontal attacks, flanking and guerilla marketing tactics in such a simple and elegant manner that it becomes very easy to grasp.

Tiene cosas interesantes pero está medio anticuado y se enfoca mucho en las grandes empresas.

A brilliant book on marketing with anecdotes from Military and warfare. An enjoyable read. Highly recommend for people who want to understand the meaning of Brand and importance of Marketing in business.

Totally love this book, explains perfectly Marketing warfare strategies applied in famous companies. You get to understand it very well, is super interesting and even people who are not familiar with marketing terminology can get the ideas.

I gave away copies of the 1986 version, alongside Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace. Together, they were my introduction to the concepts of Guerilla Marketing. No pair of books were more useful to me in my career in Direct Marketing. I read several others by Al Reis and Jack Trout and none wasted my time.

I haven't read the anniversary edition. I look forward to doing so.

Very resourceful and valuable book. This is one of my first lecture in Marketing and I can assume that the Idea of analogie between Marketing and the strategy of Wareware is genious.

Marketing is explained in terms of war but it is so well writrn that you will nwvwr fee that he is writing something irrelevant!
A must read for those who are interested in marketing field.

As expected a true classic... worth reading... two concepts that I loved.... FIRST "The ivory tower think tank approach" & "taking your senior management in a conference room" to develop with get away from it all point of view are destined fail - Strategy should follow tactics and the goal of strategy is to achieve tactical results..... SECOND "The company decides what to do and the advertising agency decides how to do it" - so the knowledge of tactics never impacts strategy formulation.....

So, I read this book just after reading Blue Ocean Strategy and also watching a video by Jack Trout (https://www.youtube.com/watch?v=z5-d1...), so that I could get the exact philosophy of Jack Trout about marketing. I would recommend others to do the same and watch the video before going into the perspective of Jack Trout for marketing, it's helpful. ;-)

At first, I thought that this book will have a very different perspective from Blue Ocean Strategy, because, in Blue Ocean Strategy marketing was not looked at like a war, but the most of the focus was on differentiation and low cost for building and marketing a product or service. But when I read the book Marketing Warfare, I came to realize that Jack Trout also focused the most on differentiation and taking the niche areas to achieve before going and attacking the Industry Leader Organization.

I guess in that the name "Marketing Warfare" was a bit misleading to me.
Otherwise, the book was helpful in terms of conveying the thought of Markets/Opportunities as "Mountains" or "High Grounds", and also how, military strategies totally fit into the world of marketing.

Jack Trout very clearly explains the types of warfares in four ways, "Offensive Warfare", "Defensive Warfare", "Flanking Warfare" and "Guerilla Warfare". He shows how each type of warfare is suitable for organizations of different sizes and also for the growth of the organizations who are already at the leader's position.

I would recommend this book for the people who are trying to get an insight into how the marketing world looks like and also the way a marketing manager should be thinking.

Worth reading