Al Ries is a renowned author, marketing consultant, and respected commentator on the world of marketing and business. His book “Marketing Warfare” is hailed as one of the definitive texts on the strategies, techniques, and tactics of the marketing battleground. Written in 1986, this book remains an important reference for marketers of all stripes today.
At the center of “Marketing Warfare” is the concept of using military maneuvers to help inform marketing practices. Ries argues that marketing must adopt tactics from military combat, as these are designed to offer a competitive advantage and global success, rather than just selling products. Marketing was—and still is—a ‘war for market share’, and Ries’ admonition is to approach it with the same level of aggression employed during armed conflict.
Ries identifies four marketing strategies, or battlefields, that advertisers should employ to win the clash for customers. ‘Offensive’, ‘defensive’, ‘flank’ and ‘guerrilla’ strategies are found in and adapted from real military combat. ‘Offensive’ positions should be used when a company has a competitive advantage, a superior product, or occupies a dominant position in the market. ‘Defensive’ strategies are when a company is defending a core part of the business, such as its dominant market share, against new or existing competitors. ‘Flanking’ positions focus on the creation of a new market niche or creating the perception of a new category or segment. ‘Guerrilla’ techniques involve using techniques of surprise, hit-and-run tactics, and sticking to a strict budget. Customers must always be engaged using unusual and innovative tactics and strategies.
In order to win a war of marketing, Ries advocates several processes, such as competitor analysis and market segmentation, to better understand the battlefield. Reputation and brand power must also be taken into account, for both the company launching the campaign, and their competitors. Ries asserts that by simply following the competition, companies are leaving money on the table, and the only way to succeed in marketing is to stand out from the crowd.
In addition to recommending strategies that companies can use to gain dominance, “Marketing Warfare” includes a chapter on leadership. As Ries notes, too often the transition from marketing to strategy has been a reactive one. He points out that it is the leader’s place to be proactive by articulating a company’s goals and objectives, then setting a battle plan to get there.
Overall, “Marketing Warfare” provides a much-needed perspective on the strategies and objectives needed to win the battle for market share. It’s a great primer for anyone wanting to approach marketing from a military point of view, to help them develop strategies, tactics, and plans for victory. Those familiar with Ries’ other titles, such as “Positioning: The Battle for Your Mind” will find much of the same wisdom in “Marketing Warfare”, but with plenty of twists to fit the new context of the marketing battleground.
