A must read for Marketer

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.

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.....

Incredibly interesting.
Have heard that the book is outdated - no, it is not. The main principles of strategy are eternal.
Deep analysis of marketing competition of world famous companies, from being established to 1980s.
Yes, this book doesn’t have analysis of further, but that doesn’t make this book bad, it just shows how hungry we are for such a high-quality info.

Muy buen libro, con buenas ideas y ejemplos de, literal, guerra en los negocios. Muy recomendable para estudiantes de mercadotecnia.

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

This is one of the most famous books in Marketing readings and after reading it, I felt it is a must read. It really shows a different way of thinking Marketing and how Marketing can save the day by using proper battle tactic. Its applications are really fascinating and explained in a very clear way by giving lot of examples in lot of industries.

In my view,this book is a good thing for beginners:a lot of common marketer's and ,in whole,companies' strategy mistakes are shown there,what is very useful.Also i want to admit a lot of interesting examples,based on real life,real companies,which products we use every day:IBM,Xerox,Coca-Cola and the stuff like that. But ,as for me,i don't like the way the authors "impose" some ideas in the book like it is a general truth and it can't be otherwise.

Жаахан хуучин case үүд бна

marketing warfare 笔记
Outwitting, outflanking and outplaying the other team

Customer-oriented — competition!

⭐️The principle of force
“The greatest possible number of troops should be brought into action at the decisive point. ”

“The art of war with a numerically inferior army consists in always having larger forces than the enemy at the point which is to be attacked or defended. ” Napoleon

The “better people” fallacy
Big company—usually has average people
Win the battle with strategy
Quantity>quality
人多势众。。

The better product fallacy
Don’t try to change people’s misconceptions. Accept them as their truth, accept the reality and deal with them.

⭐️the superiority of defense
Taking biz away from an established competitor is usually much more difficult than getting biz from a previously uncommitted prospect

friction favors the defense
(运作流程中的摩擦，不顺畅，都耗费时间）
The larger the operation, the less the surprise.

Gettin a communication message across to millions of customers can take months or years! (Time that defenders can take advantage of)

Think smarter, not longer.

segmentation is tearing up the terrain.
“He who attempts to defend everywhere defends nothing. ”
Frederick the great

⭐️good defensive warfare is offensive in nature with the clear objective of protecting a company’s dominant share of market.

♦️principles of defensive warfare
1. Only the market leader should consider playing defense. (Perceptual leadership / customers create leaders) base your strategy on market reality.
2. The best defensive strategy is the courage to attack yourself. ( introduce new products or services that obsolete your existing ones)
3. Strong competitive moves should always be blocked. It’s safer to overcover than to undercover

Be prepared to strike back. (价格战。Don’t just wait and see)

Keep something in reserve(后备力量）
The number of fresh reserves is always the chief point looked at by both commanders. (Clausewitz )

♦️principles of offensive warfare
For no2,3
1’ The main consideration is the strength of the leader’s position. It is not enough for you to succeed, others must fail. Specifically the leader.
Strategy: how do I decrease their share of the market?
2’ find a weakness in the leader’s strength and attack at that point.
Emphasize the positive, as well as the negative( your enemy’s weakness) ie cans rust ( Campbell soup)
3’ launch the attack on as narrow a front as possible
集中精力打一点
ie FedExpress , focus on overnight delivery rather one the full line (including 2-3day deliver y)

*you can afford to spend more on an offensive attack because you know the market is there. A flanking attack is always a speculative venture.

♦️principles of flanking warfare
1’ A good flanking move must be made into an uncontested area. (Some element of newness or exclusivity/ customers put it into a new category)
Be the first to occupy the segment. / There is no established market for the new product or service.

*The unraveling of the enemy’s strength is the essence of a successful flanking maneuver. It can create enormous momentum which can be extremely difficult for the competitor to stop.

2’ Tactical surprise ought to be an important element of the plan.
Don’t expose your strategy by test-marketing or too much research.

3’ The pursuit is just as critical as the attack itself.
Reinforce success, abandon failure.
开打前保证resources to follow up the launch

Flanking with low price
（low price, no frill)
在消费者不在乎，注意不到的地方省钱, 省钱心理
Flanking with high price
“You get what you pay for)
Flanking with distribution (open up new distribution channel)

♦️principles of guerrilla warfare
1’ find a segment of the market small enough to defend
ie Geography: small city or town
Rolls-Royce : high priced guerrilla in the automobile business
A segment small enough that you can become the leader
Don’t attempt to increase market share by getting closer to the industry leader and unravel your position.
“ line extension trap” one name can’t support two different concepts p104

2’ no matter how successful you become, never act like the leader.
Put a higher percentage of force into the battle itself.
Can make quicker decisions

3’ be prepared to bug out at a moment’s notice
Don’t hesitate to give up a lost cause
看到机会也可以迅速进入市场

geographic /demographic(age, income, occupation) /industry /product/ high end guerrilla

Developing allies

Although the initial chapters seem a bit uninteresting, other parts of the book makes it a worthy read!

One of the best book in marketing. Case studies and real marketing examples makes book more interesting. It would be helpful for you to built a good strategy for your company. Loved it.