Lanchester Press is pleased to introduce this English language edition of Dr. Taoka’s work on the application of the Lanchester strategy in sales and marketing. Chapter 1 explains the basic principles of the Lanchester Strategy as a military strategy. Chapter 2 discusses Lanchester Laws when they are adopted as a marketing strategy and explains the general principles as a science of market share structure. Chapter 3 shows examples of Lanchester Laws applied in terms of a regional strategy and in a distribution strategy and describes some examples. Chapter 4 describes the use of Lanchester Strategy for optimum effectiveness of the sales force and in dominating markets.
- Fundamentals of applying Lanchester laws
- Market share science and theory as laws of competition
- Lanchester law applications and case studies
- The problem of organising sales and marketing power for attack
Softcover, size 6.0×8.0ins, 203 pages, 14 tables, 6 graphs, numerous figures and illustrations four chapters. ISBN 1-57321-009-9 $38.00
Widely practiced in Japan, but understood by only a handful of business leaders in the U.S.A., the Lanchester Strategy is speeding around the globe because it defines how to be a winner in a global contest. If you want to understand the new economy, this book could be your most important book purchase of the decade. — Dr. Ted Lewis Ph.D., author of The Friction-Free Economy published by Harper Business 1997.
From the Author
After publishing Sales Forecast in Competitive Markets, in November 1971, questions from readers on Lanchester Laws came pouring into my office. Many people inquired if there was any book that offered a simple explanation of these laws. This book attempts not only to respond to these requests from readers, but also to explain my ideas on how to apply these laws to daily marketing activities. Lanchester Laws are, in a word, about the science of competition. Originally stated as a way to calculate losses in military combat, they became the guiding principles in strategies of landing and securing bases in the Central Pacific during World War II. After WWII, these laws and principles became the basis of Operations Research (OR) and were applied to management and marketing strategies. During the war, as a junior high school student, I witnessed the terrific magnitude of laws of logistics being exercised by the United States as I watched my house reduced to ashes, in an instant, during a B29 bombing. The laws of logistics were nothing but Lanchester Laws themselves. Actually, the Lanchester Strategy as a marketing strategy, as long as it is based on quantification, follows the laws of logistics. However, it is not simply the law of the strong. Rather, these laws are utilized as the strategy of the weak. In that sense, Lanchester Laws seem to be presented as the logic of the strong. This assumption is clearly wrong. Through numerous example this fact is spelled out in this book. Chapter 1 of the book explains the basic principles of Lanchester Laws as a military strategy. Chapter 2 discusses Lanchester Laws when they are adopted as a marketing strategy and explains the general principles brought on by these laws as a science of market share. Chapter 3 shows examples of Lanchester Laws applied to areas of ‘regional strategy,’ ‘distribution strategy,’ and ‘product strategy’ and comments on how corporations are developing these principles creatively. Chapter 4 discusses the principle of applying Lanchester Laws to the theory of strategy and expounds my own ideas on how to approach the volume of attack quantitatively, with respect to marketing power. In this book, I used the manuscripts from my lectures at the Japan Productivity Center, the Marketing Research Society, the Management Statistics Research Society, and other seminars and training conferences. For this reason, there are no detailed notes or annotations on the names of people and terminology. I should note, however, that I plan to publish four other books on Lanchester Marketing Strategy (in a series of five volumes) under the following titles; Volume 2, Market Entry Strategy, Volume 3, Territory Strategy, Volume 4, Agencies and Franchise Strategy, Volume 5, Salesperson Strategy. Finally, I would like to express my deepest gratitude to the editing staff at Business Publications and the employees at Management Statistics Research Society for all their efforts in visiting the Defense Agency and the British Embassy to supplement materials required to publish this book. At the Roppongi Office, Tokyo, November 1972. Nobuo Taoka.
About the Author
Nobuo Taoka (1927 – 1984) was born in Tokyo in 1927. While a student at the Gakushuin school, he helped found the department of social science, and upgrade the school to university status. He graduated from the Department of Political Science in 1953, and received a postgraduate degree in 1955 from Tokyo Toritsu University. He held various management and research positions leading to General manager and Chief Researcher at the Sales Promotion Bureau. He founded the Statistics Research Society in 1964. Dr. Taoka co-authored Total Management for Agencies and Chain Stores in 1969 and published Marketing Forecasts for Competitive Markets in 1971. From 1972 to 1984 he published a series of books on the application of Lanchester’s equations to sales and marketing. The books were best sellers in Japan, with several million copies in print. Dr. Taoka can be regarded as the founder of the Lanchester Strategy of sales and marketing.