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

by Donald Wayne Hendon, Philip Kotler (Foreword)

Thinking and acting like a warrior can turn readers into big winners in business. The Way of the Warrior in Business shows them how. Readers will learn how to apply the military strategies and tactics of Sun-Tzu, Mao Tse-Tung, the U.S. Army, and others to attack competitors, invade attractive markets, and defend market share to maximize sales and profits.

The Way of the Warrior in Business provides assessment tools, checklists, action plans, and other marketing weapons to 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 the customer’s mind
• Effectively market products and services
• Plan well – decide on the right things to do and do them right
• Become more creative and out-think competitors

The book also provides readers the most valuable information the author offers his clients: Extremely specific negotiating tactics – the unique tactics most favored by executives in 54 nations when they negotiate. Knowing what tactics they will probably use gives readers the power to win more when dealing with them.

248 pages, Paperback

First published January 1, 2013

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. Hendon 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.

Reviews

[Bert Edens]

From my blog at:

http://kickinbooks.wordpress.com/2013...

I received a copy of this book from Independent Book Publishers Association, via NetGalley, for the purposes of reading and providing a review.

I must confess that when I first saw this title was available, I wasn't that thrilled about it. Having read many Art Of War interpretations as related to business, I suspected this would be in a similar vein.

I actually was pleasantly surprised to find this book is almost exclusively focused on the marketing aspects of business and how they relate to The Way of The Warrior, so to speak. I was pleased to find Hendon references not only Sun Tzu in this text but other notable military leaders such as Napoleon and generals Douglas MacArthur and George Patton.

Also good to discover was Hendon’s assertion at various times that his book wasn’t for everyone. After laying out the different types of business leaders, classified from Falcon to Dodo Bird, Hendon specifically says that if you find yourself a passive business leader (Chicken or Dodo Bird), this book probably isn't for you as you likely don’t have the personality to change from one end of the spectrum to another.

That said, if you are one who believes in aggressive marketing, this book is most definitely for you. The author explains many facets important to a marketer, such as types of attacks, risk / reward assessment, and how to take on and act like the big dogs. In that way, the author succeeds admirably.

My only beef is Hendon’s habit of plugging his website GuerrillaDon.com (one more time won’t hurt, right?) throughout the book. Sure, I get it, you need to feed business your way. But the author drops reference to his website, usually as an innocuous Web Alert sidebar, no less than 15 times in the book. Again, I get it, aggressive marketing. But Hendon also states in the book you should never under-estimate the intelligence of your customers / prospects or your competitors. If you’re giving your prospects due respect for their intelligence and tenacity in researching potential resources, why beat them over the head with one?

The author does, however, provide a nice list of resources besides his website, which the wise marketer will be sure to dig into.

Rating: 4 stars (out of 5)

[Elizabeth Grieve]

While I'm not the target audience for this book, I did learn some useful things which will help me with marketing as a self-published author. Let's face it, the competition for almost every business is fierce these days, and any advantage is welcome. As per the title, the author looks at business from a martial point of view, but yes, marketing is a 'campaign', and we have to 'beat' our competitors. It's aimed at the US market, so some references went over my head, but nonetheless I did pick up some great ideas which I hope will help my own marketing (which is astonishingly difficult for those of us who have little or no experience in that field).
Thanks to the publisher for a digital ARC.