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,...