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Consumer Warfare: Implications For Marketing Strategy

机译：消费者战：对营销策略的影响

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摘要

The concept of marketing warfare became popular in response to the environment of the 1970s and 1980s. With an economic slowdown and stagnation of population growth in developed countries, businesses could no longer grow merely as a byproduct of a growing economy or a growing population as they could in the 1950s and 1960s. Instead, growth had to be pursued at the expense of other businesses - the competition. In the midst of this competitive reality, a focus on the competition appeared essential and the concept of marketing warfare gained wide adherence (Cohen, 1986). Marketing warfare consists of applying the well-proven strategies of the battlefield to the field of marketing. Competitors are viewed as "enemies" and strategies employed for millennia on the battlefield (see von Clausewitz, 1966) are applied to dealings with competitors. The evidence indicates that marketing warfare was very successful as a competitive tool (Ries and Trout, 1986).
机译：市场战的概念随着1970年代和1980年代的环境而流行。随着发达国家的经济放缓和人口增长停滞，企业不能再像1950年代和1960年代那样仅仅作为经济增长或人口增长的副产品而增长。相反，增长必须以牺牲其他业务为代价-竞争。在这种竞争现实中，对竞争的关注显得必不可少，营销战役的概念也得到了广泛的支持（Cohen，1986）。营销战包括将战场上久经考验的策略应用于营销领域。竞争对手被视为“敌人”，并且在战场上采用了数千年的策略（请参阅von Clausewitz，1966年）来与竞争对手打交道。有证据表明，营销战作为一种竞争工具非常成功（Ries and Trout，1986）。

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