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The Way of the Warrior in Business: Battling for Profits, Power, and Domination - And Winning Big!

De (autor) Philip Kotler
Notă GoodReads:
en Limba Engleză Paperback – August 2013
The Way of the Warrior in Business shows you how to become a guerrilla marketing expert: you'll learn how to apply the military strategies and tactics of Sun-Tzu, Mao Tse-Tung, the U.S. Army, and others to attack your competitors, invade attractive markets, and defend market share to maximize your sales and profits.

The book provides assessment tools, checklists, action plans, and marketing tactics that you can use to: Win price wars, product wars, promotion wars, and channels of distribution wars; Repel attacks from big-name brands and actually defeat them; Win the battle for your customer's mind by positioning your brand appropriately; Effectively market your products and services - and yourself; Plan well - decide on the right things to do and do them right; Become more creative and out-think your competitors; Negotiate well and persuade people to do what you want them to do.

Whether you're the marketing manager of a Fortune 500 company or an entrepreneur or small business owner, The Way of the Warrior in Business will show you how to make winning a habit.
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Specificații

ISBN-13: 9781938548062
ISBN-10: 193854806X
Pagini: 216
Ilustrații: 26 B&W illustrations, 24 tables
Dimensiuni: 153 x 229 x 15 mm
Greutate: 0.4 kg
Editura: Maven House Press

Cuprins

List of Figures
Foreword by Philip Kotler
Introduction

1. Basic Training
When business executives know and use military strategies and tactics, their market share, sales, and profits greatly increase. Learn how to develop the killer instinct that turns innocent lambs into powerful business warriors who win big and win often. Jump-start your mindset here, and you'll start thinking and acting like a well-oiled military machine.

2. Strategy, Tactics, and Surprise
Target competitors who are easily conquered. Win by distracting, deceiving, and confusing them. Learn how to make them make mistakes. Surprise them - play upon their fears, make them feel trapped.

3. Planning, War Games, and Winning Big
Become the 800-pound gorilla in your industry by smart planning. Learn your risk profile - are you a falcon, sitting duck, chicken, or dodo bird? Find out about the "So what?" analysis - the most insightful analysis you'll ever make. See the best war games on the market today.

4. Winning the Battle for Your Customer's Mind: The Three Ps of Marketing
Discover the Three Powers of Marketing Warfare. Learn how well-fortified weaker brands can do a lot more than repel attacks from Big Dogs - how they can actually defeat them. Don't be macho - learn why attacking the leader head-on usually leads to disaster, why it's so important to be first in the market, and what you can do if you're not first.

5. Out-Thinking Your Competitors: The Creative Business Warrior
Learn the 20 characteristics of creative people and the six characteristics of the creative company. If you're not that creative, this chapter gives you many ways to become a lot more creative.

6. The Four Battlegrounds of Business: All About Strategy
How you can dominate your market and stay dominant. Cloak yourself with the aura of vicious invulnerability, building brands and harvesting profits. Learn how to win big in each of the four business battlefields.

7. Offensive and Defensive Weapons: All About Tactics
There are six stages in the product life cycle - not just four. Master more than 70 tactics as you move through the cycle, including five kinds of attacks - enveloping, frontal, wing, flanking, and guerrilla.

8. Winning Business Warfare the Guerrilla Way: Getting Big by Thinking Small
Who is the ultimate guerrilla? Why, Sam Walton, the legendary founder of Wal-Mart, of course. See how he used Mao Tse-Tung's guerrilla tactics to become the number one retailer in the world. Plus uncover 43 valuable tactics to use in the three phases of guerrilla warfare.

9. Winning Business Warfare the Big Dog's Way
There are six kinds of dominant companies (big dogs). Learn how to tell them apart, how they win. Discover more than 50 out-of-the-box tactics to beat them and become the next big dog in your own market.

10. Hidden Gems You Didn't Learn in Marketing 101
Discover the 15 reasons new products fail and 38 ways to prevent failures. Learn how to win a price war. When to charge high prices or low prices. Six secrets of sales contests that increase sales way beyond your expectations. How to choose the best distributor. What middlemen want most from marketers. When to emphasize advertising or personal selling.

11. 365 Winning Weapons
Master these extremely powerful weapons of marketing warfare. They're the favorites of tens of thousands of both big dogs and guerrillas in 36 nations on six continents. Use them to win big when you wheel and deal on the job - and also in many personal situations such as getting out of a traffic ticket, selling your car, and sexual seduction.

12. Conclusion

Company and Brand Index
People Index
Subject Index
About Donald Wayne Hendon
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Recenzii

Companies fight for market share, and Hendon - marketing expert, veteran, and author of nine books - approaches marketing like fighting a war. Based on seminars he has conducted worldwide, his book leads readers to employ military strategies and "business warfare techniques" for influencing people to succeed in business. It differentiates strategy from tactics and offers tips on how to market aggressively and beat the competition physically and psychologically. The "Four Battlegrounds of Business" tool could help readers evaluate alternatives to select the best strategy for dominating their markets.
- BOOKLIST (Cindy Kryszak)

Don Hendon's new book demonstrates how marketers need to use military thinking to achieve marketing objectives. Well-written and right on target.
- AL RIES, author of Marketing Warfare, Positioning, and War in the Boardroom

Donald Hendon proves he's a warrior with the quality of his information and proves he's a winner with the quality of his writing.
- JAY CONRAD LEVINSON, bestselling author of Guerrilla Marketing

Don't just survive in the 21st century - discover how to thrive and explode your business. This book will give you the tools, strategies, and weapons you need to out-think and out-maneuver your competition.
- KURT MORTENSEN, author of Maximum Influence and Persuasion IQ

Business is a battle. It's a battle for ideas, for strategies, for differentiation, for efficient communication, and for implementation. It's a battle for margins, for ROI, for the hearts and minds of the customer. Don Hendon's The Way of the Warrior in Business is the blueprint that will enable any business to win.
- BOB PRITCHARD, Bob Pritchard, BSc, CSP, AISMM. International Marketer of the Year

Donald Hendon's new book is a great read that should be studied by every business person and business student.
- ROGER DAWSON, author of Secrets of Power Negotiating

A very fresh work on marketing. It's transformational - it will change how you lead your company. It goes far beyond any other book that's out there now in its practical and useful construct. Very well worth reading, not only for you but for everybody on your sales and marketing team.
- MITCHELL GOOZE, author of The Secret to Selling More and Value Acceleration

If you want to win, I mean seriously beat your competition, read this book! The Way of the Warrior in Business shows you how to think, act, focus, and conquer like the best military leaders, except from the comfort of your home. If I had three thumbs, they would all be up!
- SCOTT DEMING, branding and marketing expert, international speaker, trainer, and best-selling author of The Brand Who Cried Wolf

If you are looking for a tool chest of proven ideas to generate and keep more business, this book will get you there faster than any resources I know.
- ARNOLD SANOW, MBA, CSP, author of Present with Power, Punch, and Pizzazz!

I just can't praise Don Hendon's book enough for bringing a fresh insight to the challenging world of marketing. The Way of the Warrior in Business is a very impressive book! Very highly recommended!
- MICHAEL AUN, author of It's the Customer, Stupid!

Don Hendon does an excellent job of updating the earlier work of Ravi Singh, Al Ries, Jack Trout, and myself on how the metaphor and strategies of warfare can be applied brilliantly to win competitive business battles.
- PHILIP KOTLER, S. C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

Notă biografică

Donald Wayne Hendon, Ph.D., is a best-selling author, speaker, consultant, coach, and trainer in the fields of marketing, management, negotiation, and international business and a lifetime member of the Vietnam Veterans of America. He is the author of more than 400 articles and 9 books, including 365 Powerful Ways to Influence and Guerrilla Deal-Making (with Jay Conrad Levinson).

Don has given several thousand seminars and consulted for hundreds of companies in 36 nations on 6 continents. McDonald's, Coca-Cola, Colgate-Palmolive, Johnson & Johnson, Nissan, Kmart, Time Magazine, Texas Instruments, LG, and Philippine Airlines are just a few of his clients. He has taught at universities throughout the world - in 14 states in the USA plus 7 other countries. Don earned his Ph.D. in Business from the University of Texas at Austin and his M.B.A. in Marketing from the University of California at Berkeley. Don lives in Mesquite, NV.

Philip Kotler, Ph.D., is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the author of over 57 books, including the bestselling classic, Marketing Management.

Extras

FROM CHAPTER 8: WINNING BUSINESS WARFARE THE GUERRILLA WAY

Guerrilla Warfare Phase Two: Direct, Strong, Decisive Attacks

If you want to win badly enough, you won't want to stay in phase one of guerrilla warfare too long. You'll be too ambitious to stay underfinanced and small. And so once you, the guerrilla gnat, have sufficiently weakened your giant enemy, it's time to move into phase two - a direct attack, using full battle strength. Your objective: Gain a decisive victory against your foes, the market leaders.

We already know, intuitively, that better price, quality, reliability, and service help increase market shares, all else being equal. But that's not specific enough. You bought this book to learn something new and valuable. So here are 21 tactics you can use to win your marketing battles, along with examples. As you read each of them, ask yourself if your company can use the tactic or not.

IMPROVE YOUR SERVICES
- Avis tried to convince the public it was trying harder than Hertz in its service. It got more customers, but Avis never did become number one.
- Singapore Airlines stresses the in-flight services offered by its Singapore Girl flight attendants to economy class passengers.

USE CREATIVE DISTRIBUTION METHODS
- Timex introduced the idea of selling watches through mass-merchandise channels instead of through jewelry stores.
- Amway developed the multilevel merchandising (pyramid) plan and gave it respectability.
- Be careful, though. Love Cosmetics failed when it decided to sell only through drugstores, ignoring the large department-store market for cosmetics. Anybody remember that loser?

BUY OUT COMPETITORS
G. Heileman Brewing Company has bought out such firms as Carling, Blatz, Wiedemann, Rainier, Falls City, and many other brewers over the years to become a powerful number-three company in that industry. It specialized in regional brands that are Big Dogs in their geographic markets. Heileman was bought by Stroh's and now is brewed by Pabst.

SPEND HEAVILY ON ADVERTISING
A rule of thumb is that you have to out-spend your competitor three-to-one. Guerrillas usually don't have that kind of money, and the Big Dog will retaliate quickly.
- Hunt spent $6.4 million per year to Heinz's $3.4 million per year in trying to become the number-one ketchup. This was less than a two-to-one ratio. At that time, Heinz had a 27 percent market share and Hunt had a 19 percent share. Hunt didn't achieve its goal. A few months into Hunt's spending spree, Heinz had increased its market share to over 40 percent.

APPLY SUPERIOR TECHNOLOGY AND INNOVATION
In the battle of Crecy in 1346, King Henry V of Britain beat Europe's number-one army, the French, with a new invention, the longbow. It was six times faster than the crossbow the French used, and it could penetrate armor, which was beyond the capability of the crossbow. Some examples of superior technology in marketing include the following:
- The Xerox machine was a quantum leap in technology over film and carbon paper.
- Polaroid's instant photography was also a tremendous leap in technology over Kodak's film when it was first introduced. But Polaroid stopped innovating and is a minor player today.
- Crest toothpaste's seal of approval from the American Dental Association enabled it to knock off the number-one Colgate. It's still number one.
- Yamaha motorcycle's starter button enabled it to knock off BSA, Triumph, and the entire British motorcycle industry, which had a 70 percent market share in the United States when Yamaha started its invasion of the American market.

LOWER YOUR PRICE
This may not always work, because price is the easiest - and quickest - variable in the entire marketing mix for your competitors to copy. Here's when it's most likely to work:
- When your offering is a well-established one and consumers have well-established perceptions of the expected benefits.
- When your competitors don't follow quickly.
- When the price change is a direct monetary reduction.

ENTER THE PRIVATE-BRAND AND GENERIC-BRAND MARKET
So many examples, so little space. The trade journal you read probably has hundreds of examples.

OFFER A PRESTIGE PRODUCT AT A HIGHER PRICE
Mercedes overtook Cadillac that way.

OFFER A PRESTIGE PRODUCT AT A LOWER PRICE
Dangerous because eventually you have to raise your prices, and your customers will abandon you. Google Tower Records and see what I mean. It's not around anymore. But it did pretty well for a lot of years.

OFFER A PROLIFERATION OF PRODUCTS
An expensive way to get business. Guerrillas usually don't have enough money or staying power to do this, though.

BE CREATIVE IN YOUR SALES PROMOTIONS
Avoid the run-of-the-mill predictable kinds you see around you all the time, each year (or month) at the same time. Taco Bell in Honolulu ran the same "Buy one, get one free" coupon for its Burrito Supreme and Taco Light brands in the local newspapers on the best food day in the last week of each month for more than a year. That failing Taco Bell franchise in Hawaii was eventually bought out by a true guerrilla who used several of these decisive attacks, and sales skyrocketed.

USE POINT-OF-PURCHASE MATERIALS CREATIVELY

REDUCE YOUR PRODUCTION COST
Be a better purchasing agent. Learn how to negotiate better with suppliers. Chapter 11, pages 181-210 gives you a list of 365 powerful ways to make deals. I developed them over the years and present them in my negotiation seminars all over the world.

OURSOURCE YOUR WORK - if it can be done without a decline in quality.

OBTAIN MORE MODERN PRODUCTION EQUIPMENT

SEE IF YOU CAN LOWER YOUR LABOR COSTS, perhaps by hiring consultants who are known to be efficiency experts.

RUN YOUR COMPANY LIKE A SMALL BUSINESS, and watch every penny.

EXPAND FROM A CLASS MARKET TO A MASS MARKET
Miller Beer (formerly positioned as the "champagne of bottled beer") did this when Philip Morris bought them out. It's a powerhouse today. But the once-upon-a-time-guerrilla Miller used Big-Dog money to expand its market. It couldn't have done it on its own.

COME UP WITH A NEW USE FOR AN OLD PRODUCT
Remember the Arm & Hammer Baking Soda example in Chapter 7, page 115. But what about regional soft drink marketers? They're missing the boat - cola can be used to remove rust from cars. And small coffee companies? I haven't seen any campaigns that say "Add coffee to add flavor to spaghetti sauce, to fertilize indoor plants, or to transport worms for fishing." Maybe I will if one of their executives reads this book.

BE THE FIRST TO OWN A MARKET SEGMENT THAT'S INCREASING IN IMPORTANCE, so that you'll be hard to dislodge. Two examples: The Hispanic market. Aging baby boomers. Another example: The gay market, which has become loud and proud. It's no longer silent and ashamed.

PUT YOUR LOCAL ADS IN NATIONAL MAGAZINES TO GAIN PRESTIGE
Media Networks Inc. caters to local advertisers, such as Baptist Medical System of Little Rock, Arkansas, who want to look like national advertisers while paying only for a targeted local market or a zip-coded section of a market. Media Networks offers nine different networks of demographically compatible magazines, where your ad will alternate from one magazine to another throughout the month.