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."
© 1997 by the Board of Student Publications, University of Northern Iowa
Corbin, Steven B.
Draftings In: Vol. 9:
2, Article 2.
Available at: https://scholarworks.uni.edu/draftings/vol9/iss2/2