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TO THE EDGE OF MARKETING WARFARE. APPLYING MILITARY STRATEGIES IN A COMPANY FROM THE MOBILE TELECOMMUNICATION SECTOR IN ROMANIA
... Strategic thinking became the basis for planning the marketing strategy, which is defined as a tool for the transformation of business objectives into market activities (Lesáková et al., 2001). The marketing strategy adopted by a commercial company is a combination of intuition, expectations, knowledge and experience of the marketing managers, and it stands on compromises, confrontations and negotiations (Bogdan, Gabriela, Alina, 2008). ...
... stratégos) carries military connotations and it denotes a military captain or general (Lesáková et al., 2001). Most of the names for marketing strategies were taken from military terminology (Bogdan, Gabriela, Alina, 2008), including the term "guerilla" whose strategic nature derives from an armed conflict (Spálová, Wojciechowski, 2017;Bigat, 2012). The term "guerilla" is of Spanish origin, and it denotes a "partisan" (Bozkurt, Ergen, 2014). ...
... The existence of obvious similarities between military warfare and the market has led some authors (e.g. Bozkurt, Ergen, 2014;Ries, Trout, 1997, Kotler, Singh 1981Bogdan, Gabriela, Alina, 2008) to find inspiration in military literature when determining the marketing strategies and their description using military strategies. Finding the parallels in discipline between the marketing strategy and military strategy and the descriptions for marketing strategies among those for military warfare led to interesting and generalizing results. ...
This article deals with guerilla marketing and/or guerilla marketing strategy on the background of military attack strategies. The aim of this article is to grasp guerrilla marketing in a broader context, starting from the marketing and communication strategy, which is historically and terminology inspired by the military strategy of guerrilla attacks and/or by military strategy in general. The theoretical study is a meta-analysis of five scientific publications dealing with the overlays of military strategies and marketing to identify useful marketing and communication strategies. Guerilla marketing as an offensive-defensive strategy present among the attack strategies and it is described as a way for small and weaker businesses to compete with large corporations in the existing conflict and to act as challengers in the battle. An emphasis will be put on the primary characteristic of guerrilla warfare: it is a typical competitive struggle based on a series of small intermittent attacks and withdrawals.
... Ries and Trout (2005) asserted that defensive strategies should be used by market leaders that wish to prevent strong maneuvers by their competitors. These are designed to protect the market share of the corporation, to sustain its profitability and positioning (Bogdan et al., 2008). According to this view the market leader that adopts defensive strategies will defend itself against competitors and strengthen its own position by preventing new threats (new products, new promotional activities and additional services), while it forces its competitor to exhaust its valuable resources (Garsombke, 1987). ...
... Offensive strategies are used by challenger firms to increase their market share (Bogdan et al., 2008). These are usually recommended for second and third ranking firms in the market. ...
Throughout the evolution of marketing, as a result of increasing competition, there has been a shift from a production oriented approach to a marketing oriented approach. Strategic thinking that gives companies an advantage over their competitors gained importance. By the end of the 1980s, experts studying strategy looked back into rich military literature to find some basic principles to help them define strategies for today’s business environment. In this period warfare and its similarities with the business world were a great inspiration for marketers. The aim of this study is to show the relation between marketing strategies and military strategies. This exploratory research used secondary data. It is expected that, in the twenty-first century’s highly competitive conditions, this study will give marketers a different point of strategic view and contribute to marketing literature.
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