A study of essential war strategies and their similarities with competitive marketing strategies

Baruönü Latif, Özge F. (Dogus Author)We think that businesses have no difference from the armies struggling with each other in a battle field, due to fierce competition that exists in today's business world. In this article, the similarities between the overall war strategies and marketing strategies are explained with examples from the Turkish market, blended with the interpretations of Eastern and Western military strategists. We rely in our research on the leadership of master of war Sun Tzu’s and the famous general Clausewitz's war strategies. We also tap into the strategies used by the Turkish nation, known as a warrior nation throughout its history. The article examines the subject in the context of two divided basic war strategies, offensive and defensive war strategies, by illustrating the realized marketing cases and strategies implemented by the firms in the market