Book Summary The Marketing War

The idea around which this entire book revolves is that marketing should be seen as a war, and that for it to be carried out in a Successfully, it is convenient to use certain principles, tactics and strategies –immutable characteristics-, which are used in a military war.
Currently most companies are consumer oriented, but this is not the most convenient because many Sometimes knowing what the customer wants is not very useful, since normally there are several companies that already satisfy these needs, therefore the most convenient thing is to orient yourself to the competitor, you must look for their weak points and attack them marketing; Therefore, in marketing seen as a war, the enemy to be attacked is the competitor and the territory that must be won is the customer.
Throughout the first chapter, various historical wars and the tactics and strategies involved are narrated. used in them and in what way they can be related to marketing and in which companies it would be convenient apply them.

The most fundamental principle of a war is that of force, since the big company always devours the small one, although this does not mean that the companies Small children do not have the possibility of excelling, of course they do, but for this they must know how to apply military thinking to problems of marketing.
There are four methods of fighting in the marketing war:
Defensive warfare: It is a tactic that only the market leader can consider; their best strategy is the ability to self-attack, since successful companies must constantly introduce new and better products that make their own products obsolete; in this you should always block the movements of strong competitors. Your goal is peace in marketing.
Offensive warfare: your first consideration is the strength of the leader's position, you must find his weakness and strike there; the attack must be launched on as small a front as possible.
Flank warfare: this must take place inside an uncontested area, surprise is an important element of the plan and the pursuit is as fundamental as the attack itself. Its objective is to bleed or weaken the participation of the leader. Eg flanking with low prices or high prices.
Guerrilla: a very small section of the market must be located so that it can be defended; no matter how successful you are, you should never act as a leader and be prepared to withdraw at the moment of being notified, as a company that flees continues to live to fight in another chance.

This book also tells us the history of different marketing wars such as that of cola (Coca Cola Vs Pepsi), beers (Miller, Budweiser, Heineken ...), hamburgers (McDonald's Vs Burger King and Wendy's) and computers (IBM Vs Apple, DEC, Hewlett-Packard) and within these the tactics and strategies they use and which companies have taken the baton.

In the end, the tactics and strategies are analyzed, as well as the human qualities that a general must have. Marketing (flexibility, value, must know the facts and the rules, must be fearless and requires good lucky).
It is established that strategy must follow tactics; achieving tactical results is the sole and fundamental goal of a strategy.
Until you know how to use advertising on a tactical level, you are at a serious disadvantage as a marketing strategist.