The parallels between Marketing and War are provocative. Just as in modern Warfare where we see shifts to unconventional, low visibility, covert guerrilla operations, so there has been a shift in Marketing to below-the-line, viral communications, and one-to-one relationships.
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,...
