The Reality of Marketing Conflict

 


Visitors: 328

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.

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 http://www.nuttymarketer.com . Visit us to find more of cheeky gorilla Ideas.

(362)
Tags:

Article Source:


 
Rate this Article:  0.0/5(0 Ratings)

Related Articles:

Conflict in Workplace Teams: 5 Ways to Capitalize on Healthy Conflict and Make ..

by: Tammy Lenski, Ed.D (September 25, 2006) 
(Business)

Conflict at Work: The Hidden Costs of Poorly Managed Organizational Conflict

by: Tammy Lenski, Ed.D (September 13, 2006) 
(Business)

Conflict at Work: The Root Causes of Workplace Conflict Are Often Systemic

by: Tammy Lenski, Ed.D (September 13, 2006) 
(Business)

Workplace Conflict - How Much is Conflict Costing Your Organization?

by: Wayne Messick (October 22, 2008) 
(Business/Workplace Communication)

Conflict Resolution - Managing Workplace Conflict

by: Kelly Graves (October 20, 2005) 
(Business/Management)

Marketing Myth #3: Perception Is Not Reality

by: Mary Eule (January 09, 2006) 
(Business/Marketing)

The Reality of Affiliate Marketing Part 2

by: Greg Abani (June 18, 2008) 
(Internet and Businesses Online/Affiliate Revenue)

Marketing's First Rule: Perception is Reality

by: Phil Grisolia (February 01, 2007) 
(Business)

Internet Marketing Reality Check

by: Jeff Palmer (March 15, 2005) 
(Internet and Businesses Online/Internet Marketing)

Network Marketing: Reality Check

by: Sandi Moses (July 05, 2005) 
(Home Based Business/Network Marketing)