Will Coca-Cola be able to withstand the challenge of Pepsi-Cola? Will Burger King be able to “cook” Mc. Donald's and grab the fast food market? Will GM be able to retaliate for its losses in sales of prestigious cars suffered because of Lincoln-company Ford? America's leading marketing experts, Al Rice and Jack Trout, say: "Yes, they can". But to do so, they must decide to take all the traditional theories of long-term planning, developing the company's mission, setting goals and planning an annual budget and throw them in the trash. The revolutionary marketing theory of Rice and Trout turns all the usual everyday wisdom upside down. Instead, they show that in today’s competitive, rapidly changing business environment, a company needs to find tactics that necessarily work, and then turn it into a strategy. This bottom-up approach worked for Domino's Pizza, Federal Express, Little Caesar's, and Microsoft. This bold, challenging, and effective book gives you step-by-step instructions for achieving marketing successone you can put in a bank. I downloaded this book somewhere in PDF and remade it myself in . DOC. Formatted to size A5, so you can now print as a book. Examples of pages: