9781938548062

The Way of the Warrior in Business shows you how to become a guerrilla marketing expert: you'll learn how to apply the military strategies and tactics of Sun-Tzu, Mao Tse-Tung, the U.S. Army, and others to attack your competitors, invade attractive markets, and defend market share to maximize your sales and profits.

The book provides assessment tools, checklists, action plans, and marketing tactics that you can use to: Win price wars, product wars, promotion wars, and channels of distribution wars; Repel attacks from big-name brands and actually defeat them; Win the battle for your customer's mind by positioning your brand appropriately; Effectively market your products and services - and yourself; Plan well - decide on the right things to do and do them right; Become more creative and out-think your competitors; Negotiate well and persuade people to do what you want them to do.

Whether you're the marketing manager of a Fortune 500 company or an entrepreneur or small business owner, The Way of the Warrior in Business will show you how to make winning a habit.

Donald Wayne Hendon, Ph.D., is a best-selling author, speaker, consultant, coach, and trainer in the fields of marketing, management, negotiation, and international business and a lifetime member of the Vietnam Veterans of America. He is the author of more than 400 articles and 9 books, including 365 Powerful Ways to Influence and Guerrilla Deal-Making (with Jay Conrad Levinson).

Don has given several thousand seminars and consulted for hundreds of companies in 36 nations on 6 continents. McDonald’s, Coca-Cola, Colgate-Palmolive, Johnson & Johnson, Nissan, Kmart, Time Magazine, Texas Instruments, LG, and Philippine Airlines are just a few of his clients. He has taught at universities throughout the world—in 14 states in the USA plus 7 other countries. Don earned his Ph.D. in Business from the University of Texas at Austin and his M.B.A. in Marketing from the University of California at Berkeley. Don lives in Mesquite, NV.

Philip Kotler, Ph.D. is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the author of over 57 books, including the bestselling classic, Marketing Management.

List of Figures
Foreword by Philip Kotler
Introduction

1. Basic Training
When business executives know and use military strategies and tactics, their market share, sales, and profits greatly increase. Learn how to develop the killer instinct that turns innocent lambs into powerful business warriors who win big and win often. Jump-start your mindset here, and you’ll start thinking and acting like a well-oiled military machine.

2. Strategy, Tactics, and Surprise
Target competitors who are easily conquered. Win by distracting, deceiving, and confusing them. Learn how to make them make mistakes. Surprise them – play upon their fears, make them feel trapped.

3. Planning, War Games, and Winning Big
Become the 800-pound gorilla in your industry by smart planning. Learn your risk profile – are you a falcon, sitting duck, chicken, or dodo bird? Find out about the “So what?” analysis – the most insightful analysis you’ll ever make. See the best war games on the market today.

4. Winning the Battle for Your Customer’s Mind: The Three Ps of Marketing
Discover the Three Powers of Marketing Warfare. Learn how well-fortified weaker brands can do a lot more than repel attacks from Big Dogs – how they can actually defeat them. Don’t be macho – learn why attacking the leader head-on usually leads to disaster, why it’s so important to be first in the market, and what you can do if you’re not first.

5. Out-Thinking Your Competitors: The Creative Business Warrior
Learn the 20 characteristics of creative people and the six characteristics of the creative company. If you’re not that creative, this chapter gives you many ways to become a lot more creative.

6. The Four Battlegrounds of Business: All About Strategy
How you can dominate your market and stay dominant. Cloak yourself with the aura of vicious invulnerability, building brands and harvesting profits. Learn how to win big in each of the four business battlefields.

7. Offensive and Defensive Weapons: All About Tactics
There are six stages in the product life cycle – not just four. Master more than 70 tactics as you move through the cycle, including five kinds of attacks – enveloping, frontal, wing, flanking, and guerrilla.

8. Winning Business Warfare the Guerrilla Way: Getting Big by Thinking Small
Who is the ultimate guerrilla? Why, Sam Walton, the legendary founder of Wal-Mart, of course. See how he used Mao Tse-Tung’s guerrilla tactics to become the number one retailer in the world. Plus uncover 43 valuable tactics to use in the three phases of guerrilla warfare.

9. Winning Business Warfare the Big Dog’s Way
There are six kinds of dominant companies (big dogs). Learn how to tell them apart, how they win. Discover more than 50 out-of-the-box tactics to beat them and become the next big dog in your own market.

10. Hidden Gems You Didn’t Learn in Marketing 101
Discover the 15 reasons new products fail and 38 ways to prevent failures. Learn how to win a price war. When to charge high prices or low prices. Six secrets of sales contests that increase sales way beyond your expectations. How to choose the best distributor. What middlemen want most from marketers. When to emphasize advertising or personal selling.

11. 365 Winning Weapons
Master these extremely powerful weapons of marketing warfare. They’re the favorites of tens of thousands of both big dogs and guerrillas in 36 nations on six continents. Use them to win big when you wheel and deal on the job – and also in many personal situations such as getting out of a traffic ticket, selling your car, and sexual seduction.

12. Conclusion

Company and Brand Index
People Index
Subject Index
About Donald Wayne Hendon
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The Way of the Warrior in Business Battling for Profits, Power, and Domination – and Winning Big!

The Way of the Warrior in Business Battling for Profits, Power, and Domination – and Winning Big!

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