Marketing Warfare: How to Use Military Principles

The details differ slightly, but the story in its telling is always the same: Ninety of so students sit nervously awaiting the start of their first marketing class. At the appointed time, not a moment more or less, a slight man with bushy eyebrows and an impressive mustache enters the room, slaps down his papers and fixes his audience with a piercing gaze before choosing one unfortunate soul: “Mr. Brown, Begin!” Startled, Mr. Brown launches into a halting rehash of the day's assignment befo...