The attack should be as focused as possible. Smaller companies should opt for guerrilla marketing. That is, they should find a market segment small enough to defend and dominate it. 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.