The reality of marketing conflict
Rhetoric aside, it's clear that marketing is entering a new era, an era that will make the sixties and seventies look like a Sunday school picnic. Competition is getting brutal. The name of the game has become "taking business away from somebody else."
As companies experiment with different ways to increase sales, they are turning more and more to warfare strategies in general.
But aggressiveness alone is not the mark of a good military strategy. Especially aggressiveness as represented by the "more" school of management. More products, more sales people, more advertising, more hard work.
Especially more hard work. Somehow we feel better about success if we have to work hard to achieve it. So we schedule more meetings, more reports, and more memos, more management reviews.
Yet military history teaches the reverse. A single-minded commitment to winning the battle on effort alone usually dissolves into defeat. From the trenches of World War I to the streets of Stalingrad in World War II, the military commander that lets his armies get bogged down in a hand-to-hand slugging match is usually defeated.
The dogged determination of Xerox to make it in the office automation market is not a sign of future success. It's a mark of futility.
Much better are quick, lightning like strokes that depend more on timing than muscle. (What the Germans call blitzkrieg.) Not that muscle, or the principle of force, is not important. Far from it. But unless an attack is properly planned, you throw away your advantage if you let the battle degenerate into a war of attrition.
Whenever you hear your commander say "We have to redouble our efforts," you know you're listening to a loser talk. The lights don't need to burn late in places like Armonk. IBM wins by smarter, not longer.
About the author: This article may be re-printed as long as following resource box is included as it is with out any alteration.
This Marketing Idea is published by www.nuttymarketer.com. Visit us to find more of cheeky gorilla Ideas.
Hot Sites for Sales Careers and Sales Jobs
Pharmaceutical Sales Jobs, vacancies and positions from Zenopa the market leaders Medical Sales Jobs, vacancies and positions from Zenopa the market leaders Scientific Sales Jobs, vacancies and positions from Zenopa the market leaders Veterinary Sales Jobs, vacancies and positions from Zenopa the market leaders Dental Sales Jobs, vacancies and positions from Zenopa the market leaders Pharmaceutical Sales Jobs, vacancies and positions from Zenopa the market leaders Pharmaceutical Executive Jobs, vacancies and positions from Zenopa the market leaders Pharmaceutical Marketing Jobs, vacancies and positions from Zenopa the market leaders Pharmaceutical Sales Management Jobs, vacancies and positions from Zenopa the market leaders Pharmaceutical Training Jobs, vacancies and positions from Zenopa the market leaders Pharmaceutical Graduate Jobs, vacancies and positions from Zenopa the market leaders Pharmaceutical Nurse Advisor Jobs, vacancies and positions from Zenopa the market leaders Medical Sales Jobs, vacancies and positions from Zenopa the market leaders Medical Executive Jobs, vacancies and positions from Zenopa the market leaders Medical Sales Management Jobs, vacancies and positions from Zenopa the market leaders Medical Marketing Jobs, vacancies and positions from Zenopa the market leaders Medical Nurse Advisor Jobs, vacancies and positions from Zenopa the market leaders Scientific Sales Jobs, vacancies and positions from Zenopa the market leaders Science Sales Jobs, vacancies and positions from Zenopa the market leaders Laboratory Sales Jobs, vacancies and positions from Zenopa the market leaders Scientific Marketing Jobs, vacancies and positions from Zenopa the market leaders Pharmacy Sales Jobs, vacancies and positions from Zenopa the market leaders OTC sales Jobs, vacancies and positions from Zenopa the market leaders Pharmacy National Account Manager Jobs, vacancies and positions from Zenopa the market leaders Pharmacy Key Account Manager Jobs, vacancies and positions from Zenopa the market leaders Pharmacy Marketing Jobs, vacancies and positions from Zenopa the market leaders Dental Sales Jobs, vacancies and positions from Zenopa the market leaders Dental Marketing Jobs, vacancies and positions from Zenopa the market leaders Veterinary Sales Jobs, vacancies and positions from Zenopa the market leaders Veterinary Marketing Jobs, vacancies and positions from Zenopa the market leaders Healthcare PR Jobs, vacancies and positions from Zenopa the market leaders Healthcare PR Business Development Jobs, vacancies and positions from Zenopa the market leaders Healthcare PR Account Management Jobs, vacancies and positions from Zenopa the market leaders Medical Writing Jobs, vacancies and positions from Zenopa the market leaders Medical Writer Jobs, vacancies and positions from Zenopa the market leaders Medical Editing Jobs, vacancies and positions from Zenopa the market leaders Healthcare Account Management Jobs, vacancies and positions from Zenopa the market leaders FMCG Sales Jobs, vacancies and positions from Zenopa the market leaders FMCG Marketing Jobs, vacancies and positions from Zenopa the market leaders Flow Cytometry Jobs, vacancies and positions from Zenopa the market leaders