About the book: 2015 / The book “New weapon of marketing wars” is the latest, unique work of the world famous “father” of strategic marketing Al Rice is the author of Positioning and Marketing Wars. The material presented in this book was created by him and his daughter Laura together with their student and exclusive licensed partner of Ries&Ries in Russia Tatyana Lukyanova. The uniqueness of this book, first of all, is that the technology for ensuring the profitability of the brand from Ries&Ries is presented for the first time to Russian-speaking readers in their “native” and clear examples of the Russian market. Here you will find a lot of arguments, vivid comparisons and illustrations, interesting characters, facts and contrasts - conservatives and innovators, conventional and selling marketing, FAB language and human language, self-selling brands and locomotive brands, advertising needles and much more .The authors compare the development paths of Russian brands with foreign experience, discuss the feasibility of borrowing it by Russian businessmen, and provide a comprehensive analysis of success and failure stories of brands in Russia. Page by page, the technologies developed by Ries&Ries for creating demand for any offer to the market are introduced into the reader’s consciousness. The book is addressed to all business “strategists” - entrepreneurs, senior managers, as well as those who want to become them or understand them better and adjust their work to them.