But they should be prepared to abandon it at a moment's notice. This involves making a sudden move into an uncontested area. Tactical surprise is critical. Having gained an advantage, it is vital to ram it home. True to its name, this book, published in 1989, turns conventional marketing wisdom upside-down.
Traditional marketing is top-down oriented.
You first decide the strategy and then work out the tactics. But marketing should work just the opposite way. You should find a tactic that will work and then build it into a strategy. Published in 1991, this book is a primer on marketing yourself. A horse, in this case, could be a product, an idea, a company or even another person.