Two decades ago, Al Ries and Jack Trout rocked the marketing world with their instant classicMarketing Warfaredeclaring that "marketing is war where the enemy is the competition and the customer is the ground to be won." Today, that comparison has never been more apt, and the marketing strategies they presented are just as appropriate, if not more so. To commemorate the 20 th anniversary of this groundbreaking book, McGraw-Hill reunites Ries and Trout, the world's best-known marketing mavens, to annotate and expand upon their classic for the next generation of marketers.In this special 20 th Anniversary Edition of the international marketing bestsellerMarketing Warfarethe authors reveal how today's companies can outwit, outflank, and outfight their opponents, reinforcing the relevance of each marketing strategy. They look back over twenty years of campaigns, providing new, in-depth analyses of some of the biggest successes and flops in marketing history.Presenting a fresh perspective on why waging marketing warfare is even more important today than two decades ago, Ries and Trout explain how to navigate the new marketing battleground and devise a plan of attack that willwork--no matter your product category or industry. They also offer: The essential strategies that most companies--both large and small--overlook when developing a marketing program The must-know principles of offensive, defensive, flanking, and guerrilla marketing warfare Reproductions of successful and not so successful ads, accompanied by the authors' comments on why they worked or failed A valuable follow-up on the market leaders from the last editionWith this new edition ofMarketing Warfareyou'll discover that it's not about what youwantto do, it's what the enemy willletyou do. So develop your full arsenal to win more customers than your competitors--and let marketing wizards Ries and Trout lead you to victory on today's marketing battlefield!The bestselling book that changed marketing forever--now updated for the new millennium!You've got your hands on one of the greatest marketing manuals ever written--the classic that defines the strategies, plans, and campaigns of today's marketing battlefield.Twenty years ago,Marketing Warfarepropelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, world-renowned marketing strategists Al Ries and Jack Trout have reunited to present this special 20 th Anniversary Annotated Edition, featuring the latest, most powerful tactics and a fresh perspective on why marketing warfare is even more crucial for today's companies.This updated, strategy-packed guide gives smart marketers the keys to battling the right type of warfare: defensive, offensive, flanking, or guerrilla. It also offers new, in-depth analyses of some of the most phenomenal marketing successes and blunders of the past two decades--including Volkswagen, Sony, Coca Cola, Budweiser, IBM, and McDonald's--along with annotated reproductions of winning and losing ads.Marketing Warfareis the indispensable book that wrote the new rules--and continues to rewrite them for the next marketing generation!Praise for the First Edition"By far the most valuable and exiting business book to come along in years."--Glamour"Had Coca-Cola only listened to Trout and Ries, it would have known that to tamper with the Real Thing would be to court disaster."--The New York Times"Chock-a-block with examples of successful and failed marketing campaigns. . . . Makes for a very interesting and relevant read."--USA Today"Revolutionary! Surprising!"--BusinessWeek"A businessRies, Al is the author of 'Marketing Warfare ', published 2005 under ISBN 9780071460828 and ISBN 0071460829.