Article Title
Document Type
Prefatory Note
Abstract
A revolutionary approach to marketing in today's competitive environment has been unveiled by Al Ries and Jack Trout, respectively CEO and President of Trout and Ries Advertising. The Unites States' foremost marketing strategists, Ries and Trout have applied more than 2,500 years of winning military strategies to today's marketing situations. In their book Marketing Warfare, they argue that successful marketing plans, strategies, and tactics outwit, outflank, outmaneuver, and overpower the competition. The five articles presented in this issue of Draftings stem from papers written for my fall 1992 semester class "Marketing Strategy," during which Ries and Trout's military/marketing strategies were thoroughly examined. These papers draw on case histories of the athletic shoe, telephone, diet cola, tractor, and light beer marketing "wars."
Publication Date
1997
Journal Title
Draftings In
Volume
9
Issue
2
First Page
4
Last Page
5
Copyright
©1997 by the Board of Student Publications, University of Northern Iowa
Language
en
File Format
application/pdf
Recommended Citation
Corbin, Steven B.
(1997)
"Prefatory Note,"
Draftings In: Vol. 9:
No.
2, Article 2.
Available at:
https://scholarworks.uni.edu/draftings/vol9/iss2/2
Comments
No cover/title page date shown on piece.