Some of the content is dated but the principles are timeless. Very clear and concise with lots of great examples. Ries and Trout don't pull any punches or mince any words. Great quick read.

Easy to read, entertaining, and practical.

If you want start a new startups this book is very helpful, after you read it you can set up new strategy for your job.

This book concentrates much more on the theories of marketing. It brings principles to those theories with real examples where companies should focus on their market position such as defensive, offensive, guerrilla and others.
An excellent book to take a second step into the world of marketing and strategy

Автори книги — Джек Траут та Ел Райс — порівнюють маркетингові війни зі справжніми і знаходять чимало спільного. Так, щоб стати лідером ринку, потрібно відвойовувати частку, якою вже володіють конкуренти. А завоювавши — оборонятися.

Маркетингова війна складна тим, що відбувається в свідомості споживачів. Брендам буває непросто "влізти в голову" покупців, щоб завоювати прихильність. За словами авторів, бренди б'ються, щоб посісти найвище місце. Бо гора — це найвигідніша позиція у будь-якій війні.

Найціннішими в книзі були для мене розділи, присвячені при��ципам ведення маркетингових війн, а також історії протистояння відомих брендів за комп'ютерну, бургерну, пивну "гори" та "гору" коли.

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).

Jack Trout is the best. He applies military strategies to marketing and arms you with the business tools you need to declare economic victory! A must read!!

I liked this, the warfare discussion was interesting as it has been a pet subject of mine lately, makes some good points, similar content in some places such as the beer wars as was in differentiate or die and positioning, though it is a refreshing anecdote every time I read it.

A book that is still relevant over 20 years later must hold some truth and value. And this book definitely does.
After having finished this book I can't wait to start reading "On War"!