Marketing warfare strategies

Marketing warfare strategies are a type of strategy, used in commerce and marketing, that draws parallels between business and warfare and then applies the principles of military strategy to business situations. Competing firms are treated as analogous to the sides in a military conflict, and market share is treated as analogous to territory in dispute. The view argues that in mature, low-growth markets commerce operates as a zero-sum game, in which one participant gains only at another participant's expense, so that success depends on battling competitors for market share.