In conversation with Ben Brain of Hannells last week I recalled a book I first read 30 years ago: ‘Marketing Warfare’ by Al Ries and Jack Trout. For certain it didn’t win any prizes for the quality of writing but the content, primarily based on Carl von Clausewitz (my favourite Prussian General) book ‘On War’ has me reaching for a reread most years.

In simple terms, Clausewitz suggested there are only four options in warfare and Ries & Trout suggest these also apply to marketing. Which one is right for you?

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