Twenty years ago, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, world-renowned marketing strategists Al Ries and Jack Trout present this special 20th Anniversary Edition, featuring the latest, most powerful tactics and a fresh perspective on why marketing warfare is even more crucial for today's companies. This updated, strategy-packed guide gives smart marketers the keys to battling the right type of warfare: defensive, offensive, flanking, or guerrilla. It also offers new, in-depth analyses of some of the most phenomenal marketing successes and blunders of the past two decades-including Volkswagen, Sony, Coca-Cola, Budweiser, IBM, and McDonald's-along with annotated reproductions of winning and losing ads. Marketing Warfare is the indispensable book that wrote the rules-and continues to rewrite them for the next marketing generation! Book jacket.