"War is part of commercial competition and at the same time it is also a conflict between human interests and activities." This is the view put forward by Prussian retired general Karl von Clausewitz in the book "The Theory of War" as early as 1832. The great strategic philosopher is therefore famous forever! According to relevant statistics, at least nearly 100 great men in the world are distinguished by their influence, including Adolf Hitler, Bona Napoleon, Barton, Mao Zedong and so on. For 230 years, War Theory has been widely used in teaching by world-class military schools such as the United States West Point, the British Army and France's Saint-Cyr.
I remember Professor Philip Kotler of Northwestern University, USA: Marketing is the activity that meets needs and needs in the process of human exchange; the American Marketing Association defines marketing: the business conduct that guides the flow of goods and services from producer to consumer; , domestic and foreign MBA or all kinds of marketing books, full of enthusiasm, do not leave the nest.显然 Obviously, the traditional marketing concept holds that marketing must meet the needs and needs of consumers. A more complete explanation of “needs and needs†is explained by Professor John Howard of Columbia University in 1973: a. discovering the needs of customers; b, conceptualizing demand according to the production capacity of enterprises; c, sharing this concept with the enterprise Adaptability is connected; d, conceptualize subsequent production according to customer needs; e. Link this concept to customers. Can the above 5 steps make marketing successful? Can the Coca-Cola Company compete with Pepsi, Crown Cola, and Seven-Happiness through discovery, conceptualization, and linkage? Not to mention IBM vs. Sperander, DEC, etc. Can this explain the full meaning of marketing? The success of marketing is only a better part of market research? Do not! The essence of today's marketing is no longer just to serve customers, because all companies are following this standard, and all customer-centric CS theory is easy to understand and do. "Customer is God" has dominated the world of marketing history since the Second World War, but now this seemingly supreme marketing concept seems to be about to collapse. I think, the next thing is that "war theory" dominates the world.
Marketing is war, that is, how to win with intelligence, win with skill, win with strength, competitors are enemies, and customers are positions to occupy. In order for modern companies to win, they must always pay attention to your enemies, find out their weaknesses, and launch marketing campaigns against their weaknesses. This is like Yangshengtang understands, provoked the battle between pure water and natural water, celebrity stunned, PDA industry is full of smoke, the result? History proves that they are right! So they all succeeded. General Clausewitz pointed out that the weapons of war can change, but the two basic elements of war are constant: strategy and tactics. His elaboration of war can successfully guide marketing generals into the 21st century and rewrite the history of world marketing.
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