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Flanking marketing warfare strategies - They operate in areas of little importance to the competitor. Guerrilla marketing warfare strategies - Attack, retreat, hide, then do it again, and again, until the competitor moves on to other markets. Position defense - This is a strategy which utilizes its current position against the attacking ...
Guerrilla warfare is distinguished from the small unit tactics used in screening or reconnaissance operations typical of conventional forces. It is also different from the activities of pirates or robbers. Such criminal groups may use guerrilla-like tactics, but their primary purpose is immediate material gain, and not a political objective.
Currently, attack marketing is prominently used to promote small businesses as well as larger brands such as Nike, Coca-Cola, Disney, Mars and more. In 1954, the Marlboro Man appears in Marlboro ads, making the company to become the #1 cigarette brand in the US. Guerrilla, ambush and attack marketing became popular in the 1970s.
In 1984, the term guerrilla marketing was introduced by Leo Burnett's creative director Jay Conrad Levinson in his book Guerrilla Marketing. [ 8 ] [ 9 ] [ 10 ] The term itself was from the inspiration of guerrilla warfare which was unconventional warfare using different techniques from usual and small tactic strategies used by armed civilians.
Encirclement – Both a strategy and tactic designed to isolate and surround enemy forces; Ends, Ways, Means, Risk – Strategy is much like a three legged stool of ends, ways, means balanced on a plane of varying degree of risk; Enkulette – A strategy used often in the jungle that aims at attacking the enemy from behind.
The first to use the term "guerrilla marketing" describing 'unconventional' marketing tools used in cases when financial or other resources are limited or non-existent. [7] [8] His first book Guerrilla Marketing was published in 1984 and has been named by Time as one of the top 25 best business books, [9] [10] with over 21 million sold.
Penetration of the center: This involves exploiting a gap in the enemy line to drive directly to the enemy's command or base.Two ways of accomplishing this are separating enemy forces then using a reserve to exploit the gap (e.g., Battle of Chaeronea (338 BC)) or having fast, elite forces smash at a weak spot (or an area where your elites are at their best in striking power) and using reserves ...
Guerrilla communication and communication guerrilla refer to an attempt to provoke subversive effects through interventions in the process of communication. It can be distinguished from other classes of political action because it is not based on the critique of the dominant discourses but in the interpretation of the signs in a different way.