Market Research As Warfare
Peter CooperCRAM International
Introduction
Marketing language 'strategy', 'tactics', 'targeting', 'campaigns', 'conquest', etc. all testify that we are at War even if we are hesitant to accept it. We are at War with ourselves, our Clients, our Respondents, and our competitors like management consultants. Our Clients too are at War, with their Competitors, within themselves, and arguably with their Consumers. By taking this view market research becomes more vital and relevant, it rethinks its role.
We start with a brief review of classical and modern Warfare Sun Tzu, Thucydides, von Clauswitz, Napoleon, Mao Tse-Tung,...