The Basic Principles of Marketing Warfare

Provides managers with a basic knowledge of how to understand the strategies of their business competitors, and how to formulate and execute successful marketing strategies against them. The authors argue that many companies fail to cope with increased competition because they lack a systematic strategy. Basing their arguments on classic military thought, Duro and Sandstrom show how companies need to gain a psychological advantage over their competitors in order to succeed against them. Contains analyses of 30 international cases of business competition.