"This book will be a winner as Vasconcellos offers the most comprehensive treatment and assessment of attack and defense business strategies. It is guaranteed to stimulate your strategic and tactical imagination."
Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
"This book is great. There's no better analogy for marketing than warfare...a superb job in outlining the many strategic choices involved in fighting an effective marketing war."
- Al Ries (author of Positioning and Marketing Warfare)