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Marketing As An Art Of War

1
Spandan
Marketing as an Art of War
Malini Pande
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__________
The true nature of marketing today is beyond serving the customer; it is outwitting, outflanking, and
outfighting your competitors. In short marketing is a war where the enemy is the competition and the
customer is ground to be won. Marketing battles are not fought in physical places but in the minds of the
prospective consumer. The mind is the tricky terrain both difficult to understand and difficult to win over. A
marketing war is a totally intellectual war with a battleground that no one has ever seen. It can only be
imagined in the mind and that is why marketing warfare is one of the most difficult disciplines to learn.
Even though the language of marketing has been borrowed from the military, we talk and act like
generals, but do not plan like generals. This paper attempts to deal with the application of the principles of
military strategy to......


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Approximate Word Count: 2269
Approximate Pages: 10 (250 words per double-spaced page)

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