This is book review on 'MARKETING WARFARE', a Marketing Bestseller by Al Ries and Jack Trout the duo authors of book 'Positioning'. This book explains how 'Marketing is also a war played on the battlefield of 'Customer's minds'.
5. DEFENSIVE WARFARE MARKETING WARFARE - Ries & Trout Adopted when your organization is clear market leader Examples: PRINCIPLES 1) Only the market leader should consider playing defensive 2)The best defensive strategy is to attack yourself 3) Strong competitive moves should always be blocked