An optional-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.

Easy to read, entertaining, and practical.

I picked up this book off a dusty shelf at work a few minute before leaving for a business trip. I only took it to brush up on the background of a few Historical Battles, but I got hooked. It really helped me understand why I don't understand corporate management, and what things they were doing right and what things they were doing wrong. Most importantly, it gave me a the keys to success in the market place. Some of my favorite quotes were (from memory not word for word)

1) Winners tell jokes, loosers hold press conferences.
2) If a leader every says you need to sacrifice and work harder for sucess, you know that he is a looser (i.e. He doesn't have a clue how to achieve success, and instead of doing his job and coming up with a clear stratagy, is just mandating for everyone to waste more time on whatever hasn't been working).

This book compare the marketing strategy as warfare strategic, which some business case studies. Although, the cases is quite outdated, some strategy can be applied to modern corporate world i.e. bigger company has more advantages.

ორ და სამ ვარსკვლავს შორის ვყოყმანობდი და ბოლოს ისევ ორზე ჩამოვყალიბდი. იდეა, რომ ომისა და მარკეტინგის სტრატეგიები ერთმანეთს შეადარო, კარგია, მაგრამ ეს წიგნი ყველაფერზე და არაფერზეა. ჩაყრილია ძალიან ბევრი სხვადასხვა კამპანია და ბოლომდე არაფერია მოყოლილი. თხრობის სტილიც საკმაოდ მოსაწყენია. ვამჯობინებდი ბევრად ნაკლები მაგალითი განეხილათ, მაგრამ უფრო სიღრმისეულად და ეკონომიკური კონტექსტიც დაერთოთ.

قطعا این کتاب رو باید خوند. گرچه از زمان انتشار کتاب خیلی گذشته و دنیای کسب و کارها با ورود استارتاپ ها تغییرات اساسی کرده ولی به نظر میاد مبانی کسب و کارهای موفق درست همون چیزی باشه که در این کتاب تشریح شده: یک جنگ تمام عیار با ژنرال‌هایی جسور در میدان نبردی به اسم ذهن مشتریان
از نظر من کتاب ساختار مشوشی داره که شاید در عین حال نقطه قوتش هم باشه. سرتاسر این کتاب مملو از مثال هایی از بازار آمریکا به خصوص در دهه های آخر قرن 20 هست. حجم بالای این مثال ها اون هم از دایره محدودی از صنایع در آمریکا این شائبه رو به وجود میاره که استنتاج های اون ممکنه قابل تعمیم به همه جای دنیا نباشه ولی کتاب با القای یک حس اطمینان بخش تمام می شه. اینکه فرقی نداره کی و کجا باشه به هر حال کسب و کارهای دنیا همگی در یک جنگ تمام عیار برای فتح ذهن مشتریان هستند.

Excellent book I liked how the 2 authors Al & Jack have convey the strategic level of marketing into simple concepts & drawings.
I have gifted this book to some of my friends.

من اجمل الكتب الي ممكن تقرأها عن التسويق وكيف انه عباره عن تحركات استراتيجيه وليس ( روح سوأ لي دي... يا باش مهندس) مليئ بالحالات العمليه من كبرى الشركات. مناسب لجميع العاملين في مجال التسويق و اصحاب الاعمال الصغيره.


حرام لقيته في جرير عليه تخفيض ، محد عطاه وجه!!

Highly informative and up to date. I would recommend this to anyone interested in marketing or strategy.

Source of this book are from the 'On War' by Carl Clausenwitcz and history of war. I read a translation version in Indonesian language.
O

FR: Le marketing est un combat. Les principes de Clausewitz peuvent être appliqués à n'importe quel business, que ce soit une multinationale ou une PME online. Ajouter toujours plus de valeur ne suffit pas à attirer toujours plus de clients, une stratégie marketing efficace et aggressive est nécessaire. Un bon livre même si pour moi il y avait trop d'exemples et pas assez de contenu pur et de développement des principes de Clausewitz.


EN: Marketing is a war and some Clausewitz's principles can be applied to any businesses. Having an incredible product and adding more value than others aren't enough and this book enables us to get the right mindset. Some golden nuggets. Still, there are too many examples and not enough pure content. Overall it's a good book!

When I read it in the mid-1080's it was easily the best book I'd come across on marketing. It influenced the strategic positioning of WestPro as a niche player - or in the vernacular of the authors, in the "guerrilla warfare" category.

В русской версии еще и Кутузов есть. Мыло что запомнилось дельного, сравнивается военная стратегия с бизнесовой.