Winning the Marketing War combines the best of military strategy and the best of marketing strategy into an operations manual for business leaders. It summarizes and integrates the strategic advice of such legendary figures as Sun Tzu, Julius Caesar, Niccoló Machiavelli, Frederick the Great, Napoleon Bonaparte, Carl von Clausewitz, Mao Tse-tung, Dwight D. Eisenhower, George Patton, and many others. Strategic thinking from both Eastern and Western sources is molded into sound concepts for business and personal victories.
Divided into four useful sections, the book teaches: Ready: How military strategy and war tactics can be adapted to business situations. Aim: How to use fundamental military principles in business wars. Fire: How to achieve creative new breakthroughs and win your marketing wars. Combat Exercises: How to strategically shape and align your own business plans. Executive summaries at the end of each chapter review fundamentals and key ideas.
Foreword
Preface
Introduction : Military Contributions to Winning the Marketing War
Field Manual 1 : Ready!
Strategy and Tactics
Field Manual 2 : Aim!
Major Principles for the Marketing War
Chapter 1. : Organization of Intelligence
Chapter 2. : Maintenance of the Objective
Chapter 3. : A Secure Position
Chapter 4. : Offensive Action
Chapter 5. : Surprise
Chapter 6. : Maneuver
Chapter 7. : Concentration of Resources
Chapter 8. : Economy of Force
Chapter 9. : Command Structure
Chapter 10. : Personal Leadership
Chapter 11. : Simplicity
Field Manual 3 : Fire!
Planning and Implementing Sales and Marketing Operations
Chapter 12. : The Marketing Operations Order
Chapter 13. : The Battlefield Positions
Chapter 14. : Winning without War
Chapter 15. : The Marketing Breakthrough
Chapter 16. : The Sales & Marketing Guerrilla
Chapter 17. : Epilogue: The Enemy is US!
Combat Exercises
A Plan of Action
Operations Review
Footnotes
Bibliography
Author’s Notes
List of Tables
Index
