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Modern marketing is essentially a war. In this war, the enemy is the competitor, and the customer is the target. If you want to defeat your competitors and occupy your targets, serving customers is just not enough. You must also learn how to defend yourself, attack your competitor, and utilize guerrilla or flanking warfare against the competition. By examining different forms of corporate positioning, the book Marketing Warfare discusses four military strategies often used in war to help companies succeed in marketing: defensive warfare, offensive warfare, guerrilla warfare, and flanking warfare.
