Foreword

Edward N. Luttwak

Preface

Bruce D. Henderson

Introduction: Military Contributions to Winning the Marketing War

Field Manual One--READY!

STRATEGY AND TACTICS

Field Manual Two--AIM!

MAJOR PRINCIPLES FOR THE MARKETING WAR

Organization of Intelligence

Know your market as well as you know yourself

Maintenance of the Objective

A clear intention and steady aim

A Secure Position

Occupy a position that cannot easily be taken by your opponents

Offensive Action

Keep on the offensive to preserve freedom of action

Surprise

The best way to gain psychological dominance and deny the initiative to your opponent

Maneuver

The easiest routes are the most heavily defended; the longest way 'round can be the shortest may home

Concentration of Resources

Mass sufficiently superior farce at the decisive place and time

Economy of Force

Assess accurately where you employ your resources

Command Structure

The management process unleashes the power of human resources

Personal Leadership

It requires the leader's faith in his people and their faith in his ability to win

Simplicity

Even the simplest gains are difficult to execute

Field Manual Three--FIRE!

PLANNING AND IMPLEMENTING SALES AND MARKETING OPERATIONS

The Marketing Operations Order

If the strategy is correct, the battle is already half won. But if the execution is inept, the battle is more than half lost

The Battlefield Positions

The ``big ones'' own the strongest positions

Winning Without War

The one who wins will probably be the one who has already won

The Marketing Breakthrough

Use the normal to engage; the extraordinary to win

The Sales & Marketing Guerrilla

Only survivors win

Epilogue: The Enemy is US!

COMBAT EXERCISES

A Plan of Action

If your plan is not in writing, you do not have a plan at all

Operations Review

A checklist of the principles of marketing and war

Footnotes

Bibliography

Author's Notes

List of Tables

Index