Commercial Warfare
Tags
Summary
Editor's review
Who it's for
A good fit for
- Business decision-makers and senior/mid-level managers who need to formulate or understand overall corporate competitive strategy
- Entrepreneurs and startup teams seeking a foothold and a direction for breakthrough in red-ocean markets
- Professionals in marketing, brand planning, and strategic consulting who wish to deepen their theoretical understanding
- Readers and learners interested in the nature of business competition who hope to build a macro-level business analysis mindset
Not a good fit for
- Readers looking for specific, immediately applicable marketing techniques or traffic-operation playbooks
- Readers expecting a large number of the latest Internet-era cases and uninterested in classic business-history cases
Reading tips
- Start with a quick read-through to grasp the full picture of the four strategic models, then do a close reading and reflect on it in light of your own industry or companies that interest you
- As you read, try drawing the book's theoretical models into a simple mind map; this helps clarify the conditions for applying each strategy and its core principles
- Read it alongside other works by Al Ries and Trout (such as Positioning and The 22 Immutable Laws of Marketing) to gain a more complete understanding of their thought system
About the publisher
In addition to science and technology and professional publishing, the books in our catalog from China Machine Press also reflect a sustained focus on psychology, computing, management, finance and economics, and social sciences. In psychology, the catalog includes works by C. G. Jung and introductions to analytical psychology, as well as applied topics such as stress and health, and addiction and healing. In computing, it features Structure and Interpretation of Computer Programs (JavaScript Edition). Management and finance titles include Administrative Behavior (4th Edition), The Price of Inequality (Collector's Edition), and This Time Is Different: Eight Centuries of Financial Folly (Commemorative Edition). In the philosophy and history of science, there is The Worldview: The Third Edition. Relevant authors include C. G. Jung, William McGuire, Sonu Shamdasani, and Gabor Maté. Public information is limited; the above summarizes the publisher's profile based solely on the books in our catalog.
Contents
- 版权信息
- 序言
- 前言
- 战略形式
- 引言 商业即战争
- 第1章 2500年的战争
- 第2章 兵力原则
- 第3章 防御优势
- 第4章 新竞争时代
- 第5章 战地性质
- 第6章 战略形式
- 第7章 防御战原则
- 第8章 进攻战原则
- 第9章 侧翼战原则
- 第10章 游击战原则
- 第11章 可乐战
- 第12章 啤酒战
- 第13章 汉堡战
- 第14章 计算机战
- 第15章 战略与战术
- 第16章 商业领袖
- 结束语
FAQ
What is the relationship between this book and Positioning?
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Is this book suitable for small companies or individual entrepreneurs?
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About the author
Al Ries (1926–2022) was an American marketing strategist and the founder of positioning theory, known as the "father of positioning." In 1972, he and Jack Trout first introduced the concept of "positioning" in Advertising Age. In 1981, the two co-authored Positioning: The Battle for Your Mind, and he later published such works as Marketing Warfare, Focus: The Future of Your Company Depends on It, The 22 Immutable Laws of Marketing, The 22 Immutable Laws of Branding, and The Origin of Brands. He also founded Ries Consulting and was inducted into the American Marketing Association's Marketing Hall of Fame in 2016. His writing is known for its concise, pragmatic business arguments, using short chapters and numerous cases to explain brand competition, and has had a profound influence on global marketing and brand management practice.
Jack Trout (1935–2017) was an American marketing strategist and the founder of the "positioning" theory, known as the "father of positioning." Born in Manhattan, New York, he first introduced the business concept of positioning in 1969. In 1981, he co-authored Positioning with Al Ries, systematically setting out this influential marketing idea. He later founded Trout & Partners and continued to expand the applications of positioning theory, authoring works such as Marketing Warfare, The New Positioning, Repositioning, and Differentiate or Die. His writing is marked by clear business logic and concise expression, and he was skilled at using numerous examples to show how companies can occupy consumers' minds in competition. Seven of his works are included in the collection, covering classic positioning theory, marketing warfare strategies, and marketing rules; they are commonly classified under management. He died of colon cancer in Connecticut on June 5, 2017, at the age of 82.
Gu Junhui is an author about whom relatively limited public information is currently available, and a complete account of his life cannot yet be given. What can be confirmed is that one work by him, Shangzhan (Business Warfare), is in circulation, and it is generally classified under management. On the basis of the available material, Gu Junhui's writing centers on business competition and management strategy, using the perspective of "business warfare" to discuss how companies respond in the market; the language tends toward practical concerns and is aimed at managers and business practitioners. Because only one work by him is held in the collection, and his nationality, dates of birth and death, educational background, and professional experience are not clearly recorded, it is difficult to give a full assessment of his overall body of work or his system of thought. Readers who wish to understand his views may begin with Shangzhan and pay attention to how the book deals with competitive situations and strategic choices; if more reliable author information becomes available later, his background and the full picture of his writing can be supplemented.
