Marketing as Civilized Warfare

Marketing is not a passive activity but an active, ongoing conflict with competitors. It should be approached with the mindset of a strategic campaign in a war, where the goal is to capture and defend territory (market share).

This requires:

• Aggressiveness: Proactively seeking to win business from competitors.
• Resilience: Withstanding attacks and setbacks from the competition.
• Strategic Action: Moving beyond planning and analysis to decisive execution in the market.

Viewing marketing as warfare helps frame the competitive landscape realistically. As long as aggressive competitors exist, a company will be under constant threat. The job is not just to create, but to fight for and defend your position.