Marketing and the metaphor of war

Peter Cooper uses military metaphors to illustrate how marketing battles and wars can be won. He compares revolutionary warfare with new brand development and compares Mao's principles of revolution with marketing objectives.

Marketing And The Metaphor Of War

Peter CooperCRAM International

Parallels between marketing and war are provocative. Marketing objectives and language testify that we are at war, even if we hesitate to accept it. By adopting this outlook, marketing can improve its power, and market research can develop its effectiveness as a weapon of marketing warfare. We can learn from the military, and perhaps they can learn from us.

War

War is alive and well. Not only in hundreds of armed conflicts since the Second World War and those going on now, but in terms of wars replayed in films,...

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