You are holding in your hands one of the most ingenious marketing textbooks in the world. An easy, informative, extremely practical book. Almost from the first day of its publication (in 1986), it became a reference guide for hundreds of thousands of professionals around the world. In developed countries today it is impossible to find a marketing specialist, company leader or manager who has not studied this book, just as it is impossible to find a serious book on marketing in which the authors do not refer to “Marketing Wars.”

Surprisingly, this book, which has already become a classic in dozens of countries around the world, is being published in Russian for the first time. Well, better late than never. Moreover, it has not lost its relevance to this day.