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.
Maven House; July 2013
- ISBN: 9781938548079
- Read online, or download in secure ePub format
- Title: The Way of the Warrior in Business
- Author: Donald Hendon; Philip Kotler (other)
Imprint: Maven House
In The Press
Companies fight for market share, and Hendon - marketing expert, veteran, and author of nine books - approaches marketing like fighting a war. Based on seminars he has conducted worldwide, his book leads readers to employ military strategies and "business warfare techniques" for influencing people to succeed in business. It differentiates strategy from tactics and offers tips on how to market aggressively and beat the competition physically and psychologically. The "Four Battlegrounds of Business" tool could help readers evaluate alternatives to select the best strategy for dominating their markets.
- BOOKLIST (Cindy Kryszak)
Don Hendon's new book demonstrates how marketers need to use military thinking to achieve marketing objectives. Well-written and right on target.
- AL RIES, author of Marketing Warfare, Positioning, and War in the Boardroom
Donald Hendon proves he's a warrior with the quality of his information and proves he's a winner with the quality of his writing.
- JAY CONRAD LEVINSON, bestselling author of Guerrilla Marketing
Don't just survive in the 21st century - discover how to thrive and explode your business. This book will give you the tools, strategies, and weapons you need to out-think and out-maneuver your competition.
- KURT MORTENSEN, author of Maximum Influence and Persuasion IQ
Business is a battle. It's a battle for ideas, for strategies, for differentiation, for efficient communication, and for implementation. It's a battle for margins, for ROI, for the hearts and minds of the customer. Don Hendon's The Way of the Warrior in Business is the blueprint that will enable any business to win.
- BOB PRITCHARD, Bob Pritchard, BSc, CSP, AISMM. International Marketer of the Year
Donald Hendon's new book is a great read that should be studied by every business person and business student.
- ROGER DAWSON, author of Secrets of Power Negotiating
A very fresh work on marketing. It's transformational - it will change how you lead your company. It goes far beyond any other book that's out there now in its practical and useful construct. Very well worth reading, not only for you but for everybody on your sales and marketing team.
- MITCHELL GOOZE, author of The Secret to Selling More and Value Acceleration
If you want to win, I mean seriously beat your competition, read this book! The Way of the Warrior in Business shows you how to think, act, focus, and conquer like the best military leaders, except from the comfort of your home. If I had three thumbs, they would all be up!
- SCOTT DEMING, branding and marketing expert, international speaker, trainer, and best-selling author of The Brand Who Cried Wolf
If you are looking for a tool chest of proven ideas to generate and keep more business, this book will get you there faster than any resources I know.
- ARNOLD SANOW, MBA, CSP, author of Present with Power, Punch, and Pizzazz!
I just can't praise Don Hendon's book enough for bringing a fresh insight to the challenging world of marketing. The Way of the Warrior in Business is a very impressive book! Very highly recommended!
- MICHAEL AUN, author of It's the Customer, Stupid!
Don Hendon does an excellent job of updating the earlier work of Ravi Singh, Al Ries, Jack Trout, and myself on how the metaphor and strategies of warfare can be applied brilliantly to win competitive business battles.
- PHILIP KOTLER, S. C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
About The Author
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.