Defensive Marketing Warfare

Fundamental principles

There are five fundamental principles involved:

1. Always counter an attack with equal or greater force.
2. Defend every important market.
3. Be forever vigilant in scanning for potential attackers. Assess the strength of the competitor. Consider the amount of support that the attacker might muster from allies.
4. The best defense is to attack yourself. Attack your weak spots and rebuild yourself anew.
5. Defensive strategies should be the exclusive domain of the market leader.