This guide to successful marketing adopts the motto of military strategists: know thine enemy. Business strategists who want to win must also have this attitude, as the recent "cola wars" between Coke and Pepsi, "burger wars" between McDonalds and Burger King, and "browser wars" between Microsoft and Netscape have demonstrated. Interweaving real military operations with business successes, the text shows how to apply and adopt the three principles of warfare that have guided winning generals throughout history, and place them in a business context. It explains how to apply them to survive in any competitive market, how to turn competitiors into followers, how to fight the commercial giants and how to build a strategy for the next millennium.
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Maße
Höhe: 237 mm
Breite: 158 mm
ISBN-13
978-1-85788-251-3 (9781857882513)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Klassifikation
Nick Skellon is a highly successful speaker and consultant whose acclaimed 'Corporate Combat' presentation shows how to use the principles of warfare to beat the competition. An ex-army officer, he spent 15 years in major companies including Mars, Duracell and Rothmans, in various sales and marketing roles, from rep to board level.
