Publisher: Plume, 1986, 217 pages
Two top advertising and marketing professionals unveil a revolutionary approach to marketing in today's competitive environment. In the marketplace, victory is assured only to those companies that are willing to wage war to win the ultimate prize: the hearts and minds of the consumers. By applying winning military strategies to marketing situations, the authors draw persuasive battle plans to illustrate that the true nature of successful marketing is outwitting, outflaning and outfighting your competitors. Filled with fascinating insights and authorative advice — and drawing on case histories of the cola, computer, burger and beer wars — this provocative and entertaining book clearly outlines the tactics that can mean triumph for your company.
You really must read this. A seminal work.