In marketing and strategic management, marketing warfare strategies are a type of marketing strategy that uses military metaphor to craft a businesses strategy. See marketing warfare strategies for background and an overview. Guerrilla marketing warfare strategies are a type of marketing warfare strategy designed to wear-down the enemy by a long series of minor attacks. Rather than engage in major battles, a guerrilla force is divided into small groups that selectively attacks the target at its weak points. To be effective, guerrilla teams must be able to hide between strikes. They can disappear into the remote countryside, or blend into the general population. The general form of the strategy is a sequence of attacking, retreating, and hiding, repeated multiple times in series. It has been said that “Guerrilla forces never win wars, but their adversaries often lose them”. Traditionally, Marketing has been a term applied to the craft of linking the producers (or potential producers) of a product or service with customers, both existing and potential. ... Strategic management is the process of specifying an organizations objectives, developing policies and plans to achieve these objectives, and allocating resources so as to implement the plans. ... Strategy is the crafting of plans to reach goals. ... Marketing warfare strategies are a type of strategies, used in business and marketing, that try to draw parallels between business and warfare, and then apply the principles of military strategy to business situations. ...

Strengths

The main strengths of guerrilla strategies are :

• Because you never attack the enemy’s main force, you preserve your resources.
• It is very flexible and can be adapted to any situation, offensive or defensive.
• It is very difficult to counter with conventional methods.

Guerrilla marketing warfare involves

In the business arena, this involves :

1. targeted legal attacks on the competition
2. product comparison advertising
3. executive raiding
4. short-term alliances
5. selective price cuts
6. deliberate sabotage of the competitions test markets, marketing research, advertising campaigns, or sales promotions
7. orchestrating negative publicity for a competitor

It can also involve choosing a modest market segment, geographical territory, or niche and defending it.

No matter how successful the guerrilla becomes, he/she should never act like a market leader. A guerrilla marketer must be flexible. They must be able to change tactics very quickly : this includes abandoning a market segment, product, product line, brand, business model, or objective. Guerrillas are not ashamed to make a strategic withdrawal. Market segmentation is the process of grouping a market into smaller subgroups. ... Product lining is the marketing strategy of offering for sale several related products. ... This article is about brands in marketing. ... A business model (also called a business design) is the mechanism by which a business intends to generate revenue and profits. ... This article needs cleanup. ...

The strategy is suitable when:

• the target competitor has relatively strong resources and is well able to withstand a head-on attack
• the attacker has moderately weak resources

The term Guerrilla marketing is sometimes used to refer simply to the use of unorthodox marketing tactics. Guerrilla marketing, as described by J. Levinson in his popular 1984 book Guerrilla Marketing, is an unconventional way of performing marketing activities (primarily promotion) on a very low budget. ...

See also

• marketing
• strategic management
• marketing strategies
• strategic planning
• marketing warfare strategies
• defensive marketing warfare strategies
• offensive marketing warfare strategies
• flanking marketing warfare strategies