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...